Agencies must develop dynamic and data driven content without sacrificing creativity.
Brands and investors are now actively looking for agencies that can create dynamic, data-driven and personalised content. Agencies must also be able to combine creativity with media, data and public relations disciplines. Speaking at Campaign’s Breakfast Briefing, Julie Langley, partner at Results International noted agencies now exist in “a completely different universe”.
Agencies then need to change how they view their work. Victor Knaap, chief executive at MediaMonks stated that the next stage for the industry would be to be as proud of a short ad on Facebook as agencies are of “the big hero film”.
He added that super-short video ads can be as “effective and good”. Mel Edwards, global chief executive at Wunderman Thompson highlighted that potential agency clients are now asking for a “digital-first creative agency” or a “mobile-first starting point for advertising”.
[3 minute read]