Friday, November 21, 2008

Marketing Trends 2008: How Did We Do?

So over 10,000 of you have read the post on 10 Trends In Digital Advertising for 2008 so I thought I would check to see how we did (‘we’ as this was a remix from most of your blogs). In preparation for this/next year's list a quick review would suggest that last years list wasn't too off the mark. What do you think?

1. The term “digital agency” as a catch all for doing everything digital not matter what the discipline will start to lose relevancy. As PR, brand, direct and design agencies all develop digital skills “digital” will just become a specialism within those disciplines.

9/10 - set to continue at a pace

2. Consequently roster agencies based on channel will become redundant as clients look to task based allocation of accounts, covering disciplines and channels.

6/10 - set to continue as the lines continue to blur

3. We will see more of the likes of Neo being appointed lead media agency, though the focus will shift from the traditional “buying attention” to understanding how purchased media can enhance “earned attention”.

4/10 – traditional media agencies are fighting back by buying up inventive & creative thinkers

4. To this end creative agencies will move from creating TV ads to creating experiences that they film and encourage others to and share. Think Sony Paint ad but designed as an event to participate in rather than just a few people attending the filming of a TV ad.

7/10 - set to continue. See Absolut

5. Whilst digital media agencies will become lead agencies less digital creative agencies will as the watch words shift from viral, widgets and microsites back to defining the big idea, and more people remember that “branded utility” can also mean being entertaining. Digital agencies will continue to creak under the weight of doing everything digital.

6/10 - set to continue though they are starting to build a good network of supplier partners to deliver, see below:

6. That said competitive agency lines will start to break down as partnerships will start to form in unlikely ways as agencies struggle to be masters of all trades and managing digital suppliers will start to replicate how we work with TV directors and production companies though specialist “conductors” with a large black contact books will become some of the most important people in the agency.

8/10 - set to continue as conductors become increasingly important.

7. A new creative dynamic will start to emerge with experience planners, technologists and even third parties become an integral and ongoing part of the development process rather than at either end.

8/10 - set to continue but only really happening in digital agencies rather than traditional based ones

8. Lack of specialist staff will continue to be a concern with more people looking to balance consumer culture with a positive work life balance. Agencies will start to offer individualised remuneration packages based on flexible working hours and locations as well as international and cross discipline opportunities, not just cash.

5/10 - credit crunch has put paid to that

9. Social media will also continue to play a part in advertising life as the power brokers of tomorrow meet across Facebook and twitter rather than/or as well as Soho bars.

9/10 - more, more, more

10. With 80% of the global economy based locally the importance of global reach and local expertise and ability to deliver on the ground will increase.

7/10 - efficiencies still driving large accounts this way

er...10a. The bar bell structure will continue to pervade with the big networks getting bigger and more encompasing, the few middle sized players being squeezed and loads of new and innovative companies like Anomaly, Callcott Marketing and The Ides Of March getting in on the game and taking a part of the IP for their ideas.

8/10 – set to continue with the larger players developing VC type models.

Tags: digital marketing trends agency of the future advertising trends giles rhys jones


BenAS said...

I think the comment about Traditional Media Agencies fighting back by buying up creative and inventive thinkers is an interesting one.

How much innovation and creativity comes from being an independent operator, I am a big believer in "Necessity being the mother of invention"

Some of the most inventive solutions seem to come from small independents for whom the phase "innovate or die" is a stark reality.

Buying and institutionalising inventive thinkers maybe the fastest way to destroy the very thing that made them so attractive in the first place?

Giles Rhys Jones said...

thanks for your comment - it prompted this post: