The Agency of the Future is Now the Agency of the Past - Uwe Hook - MediaBizBloggers

News just hit a few days ago that ZenithOptimedia UK for many the original home of the modern media agency is to be believed to split up following a restructure at group level StarcomMediaVest Group is also rumored to face reorganization in the UK Besides speculation nobody really knows the real reason behind the ZenithOptimedia split We just continue to experience transformative changes in the mediaadvertising businessIs the idea of a monolithic agency deadNot yet we still see a lot of consolidation and business models that are stuck in the past idea of being an agency that can do everythingWe need to creatively destruct the idea of a monolithic agency We need to advance more flexible and fluid models that expand and contract effortlessly based on client needs We need to be able to bring in new expertise when needed and drop old expertise when it doesn39t have any value anymore Agencies need to explore more quotfree agentquot and distributed team models utilize social technologies to encourage collaboration and cocreationThe agency of the future So what will the agency of the future look likeamp183 Much smalleramp183 Focused on strategy and creative leadership supported by account managementamp183 A Chief Marketing Technologist will work as a team with the Creative Directoramp183 Media Planning and Media Buying will become two separate divisions Againamp183 A small pool of fulltime employees and a large pool of free agent expertsThe time of McMansion agencies is about to end It39s about timeUwe Hook is the CEO and CoFounder of BatesHook Inc wwwbateshookcom and a veteran of the advertising and marketing industry with the goal of building connections between people and brands Uwe can be reached at uwebateshookcomRead all Uwe39s MediaBizBloggers commentaries at Subversions MediaBizBloggersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Agency of the Future is Now the Agency of the Past - Uwe Hook - MediaBizBloggers

Author

Publish date

Channel

Archived in

Uwe Hook

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Agency of the Future is Now the Agency of the Past - Uwe Hook - MediaBizBloggers

Enjoying This Commentary? There's More to Love

Uwe Hook

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies