THE FUTURE

OF AGENCIES

WHAT IS THE FUTURE OF AGENCIES?

The future of agency is one of hybridization and human-machine collaboration. Thanks in large part to the ever-advancing capabilities of data collection and analytics, powered by artificial intelligence and automation, the agency-of-record model of the past is becoming outdated. The future is one of reimagined relationships between marketers, in-house creative, external agencies, consultants, and technology.

WHY SHOULD MARKETERS CARE?

As the department that works closely with agencies, the future of agency directly impacts marketing. Marketers who wish to maintain relevance and thrive competitively must understand agency trends.

HOW CAN IT HELP YOUR BUSINESS?

Understanding the evolving landscape of agencies equips your company to most effectively use marketing dollars and, ultimately, yields a bigger ROI. As marketers choose how to allocate their limited budgets, understanding the limits of old agency models and the possibilities of reexamined agency relationships allows marketers to do their job most effectively and therefore boost revenue. 

The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

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SEO in 2021: To Keyword Clusters, and Beyond!

SEO was a lot simpler in a less-crowded marketplace; you could optimize by keyword for your product, industry, or customer demographics and watch your traffic grow. In 2021, however, not only is the online space left with little metaphorical keyword elbow room, but search engines have gotten smarter to keep up with consumer demand. People search more conversationally due to voice assistants like Alexa and Siri, and AI-powered chatbots learn more as they’re being searched, which also contributes to a natural semantic search style. If marketers want to make sure their SEO efforts are being noticed, there are several ways to do this, all of which embrace this more casual way of searching consumers are employing – “long-tail keywords,” those with fewer search results but a higher conversion rate; “keyword clusters,” which group product identifiers that can single out your brand; “natural language processing (or NLP)” which rely on qualifiers like “what” and “where” to make a search less-robotic, and the overall conversational style that voice search and chatbots have made more prominent as of late.

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THE FUTURE

OF AGENCIES

WHAT IS THE FUTURE OF AGENCIES?

The future of agency is one of hybridization and human-machine collaboration. Thanks in large part to the ever-advancing capabilities of data collection and analytics, powered by artificial intelligence and automation, the agency-of-record model of the past is becoming outdated. The future is one of reimagined relationships between marketers, in-house creative, external agencies, consultants, and technology.

WHY SHOULD MARKETERS CARE?

As the department that works closely with agencies, the future of agency directly impacts marketing. Marketers who wish to maintain relevance and thrive competitively must understand agency trends.

HOW CAN IT HELP YOUR BUSINESS?

Understanding the evolving landscape of agencies equips your company to most effectively use marketing dollars and, ultimately, yields a bigger ROI. As marketers choose how to allocate their limited budgets, understanding the limits of old agency models and the possibilities of reexamined agency relationships allows marketers to do their job most effectively and therefore boost revenue. 

Ilise Benun

Speaker, Author, and Business Coach for Creative Professionals

Marketing Mentror

“The trend I see is that the lines are blurring between who is inside and who is outside, and whether you need a full agency or a freelancer with a network. It’s truly case-by-case and specific to each team. You have to understand the needs of your organization, the resources available, and figure out what combination makes the most sense.”

CASE STUDY

 

Until recently, Coldwell Banker, the U.S.’s largest residential real estate brokerage, had an inefficient, disconnected marketing organization.

Its marketing team worked out of seven regional service centers that did not collaborate or standardize, leading to duplication of work, with teams designing the same types of collateral but in very different ways. In 2017, the brokerage firm consolidated its marketing departments into one unit and distributed work to allow staff to specialize, create efficiencies, and support agents. By late 2018, the reorganization was complete, but few outside of the company’s leadership were aware of it. Coldwell Banker looked to create an in-house agency that could support more than 45,000 agents and communicate exactly what the agency does and who benefits from its services.

 

To meet these goals, Coldwell Banker created The Studio, its in-house creative agency, and executed a launch to bring awareness to this new venture.

 

The launch needed to communicate the deep expertise housed within The Studio, with many team members having more than twenty years of experience and a deep understanding of the real estate industry.

 

The launch of The Studio included a press release on PR Newswire, media pitches to real estate trade publications, and internal messages to agents and employees from Ryan Gorman, president, and CEO at Coldwell Banker. The campaign also included the roll-out of a branded website (thestudiorealestate.com) to explain The Studio to existing agents, prospective recruits, and potential job candidates. The company also created the “Studio blog,” written by staff members working throughout the company.

 

After the launch of The Studio, the company started receiving business inquiries from agents and Coldwell Banker franchises. The initiative reached nearly 66 million people, with 37 articles running in Inman News, RealTrends, and Adweek. Media coverage spurred 3,000 website views.

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the future of agencies? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Bayer: Global Agency Management Case Study

ANA. January 2021

Philipp Schuster discussed the agency management structure and process of Bayer's Consumer Health Division, including their recent push to increase collaboration with their agencies, and how Bayer approaches agency relations and marketing partnerships.

In-House Agencies Ascend Amid COVID-19

ANA. November 2020

According to a 2018 ANA study, the number of marketers with in-house agencies has been on the rise in recent years. In 2018, 78 percent of ANA members had an in-house agency, compared to 58 percent in 2013 and 42 percent in 2008. In addition, the breadth of services offered by in-house agencies has grown to include such functions as content marketing, creative strategy, data/marketing analytics, media strategy, programmatic media, and social media.

Selecting a New Agency

ANA. October 2020

This playbook — written exclusively for ANA members by veteran agency search consultants David Beals and Brian Goodall of JLB+Partners — guides marketers step-by-step through the phases of the process and the issues to resolve when selecting a new agency.

Download Now!

The future of agency is one of hybridization and human-machine collaboration. Thanks in large part to the ever-advancing capabilities of data collection and analytics, powered by artificial intelligence and automation, the agency-of-record model of the past is becoming outdated. The future is one of reimagined relationships between marketers, in-house creative, external agencies, consultants, and technology.

 

We gathered perspectives from marketers and subject matter experts to understand how marketers view the future of agency and how its trajectory impacts marketing decision making.

Ilise Benun

Speaker, Author, and Business Coach for Creative Professionals

Marketing Mentor

“The trend I see is that the lines are blurring between who is inside and who is outside, and whether you need a full agency or a freelancer with a network. It’s truly case-by-case and specific to each team. You have to understand the needs of your organization, the resources available, and figure out what combination makes the most sense.”

Case Study

 

Until recently, Coldwell Banker, the U.S.’s largest residential real estate brokerage, had an inefficient, disconnected marketing organization.

Its marketing team worked out of seven regional service centers that did not collaborate or standardize, leading to duplication of work, with teams designing the same types of collateral but in very different ways. In 2017, the brokerage firm consolidated its marketing departments into one unit and distributed work to allow staff to specialize, create efficiencies, and support agents. By late 2018, the reorganization was complete, but few outside of the company’s leadership were aware of it. Coldwell Banker looked to create an in-house agency that could support more than 45,000 agents and communicate exactly what the agency does and who benefits from its services.

 

To meet these goals, Coldwell Banker created The Studio, its in-house creative agency, and executed a launch to bring awareness to this new venture.

 

The launch needed to communicate the deep expertise housed within The Studio, with many team members having more than twenty years of experience and a deep understanding of the real estate industry.

The launch of The Studio included a press release on PR Newswire, media pitches to real estate trade publications, and internal messages to agents and employees from Ryan Gorman, president, and CEO at Coldwell Banker. The campaign also included the roll-out of a branded website (thestudiorealestate.com) to explain The Studio to existing agents, prospective recruits, and potential job candidates. The company also created the “Studio blog,” written by staff members working throughout the company.

 

After the launch of The Studio, the company started receiving business inquiries from agents and Coldwell Banker franchises. The initiative reached nearly 66 million people, with 37 articles running in Inman News, RealTrends, and Adweek. Media coverage spurred 3,000 website views.

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the practice of innovation? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Bayer: Global Agency Management Case Study

ANA. January 2021

Philipp Schuster discussed the agency management structure and process of Bayer's Consumer Health Division, including their recent push to increase collaboration with their agencies, and how Bayer approaches agency relations and marketing partnerships.

In-House Agencies Ascend Amid COVID-19

ANA. November 2020

According to a 2018 ANA study, the number of marketers with in-house agencies has been on the rise in recent years. In 2018, 78 percent of ANA members had an in-house agency, compared to 58 percent in 2013 and 42 percent in 2008. In addition, the breadth of services offered by in-house agencies has grown to include such functions as content marketing, creative strategy, data/marketing analytics, media strategy, programmatic media, and social media.

Selecting a New Agency

ANA. October 2020

This playbook — written exclusively for ANA members by veteran agency search consultants David Beals and Brian Goodall of JLB+Partners — guides marketers step-by-step through the phases of the process and the issues to resolve when selecting a new agency.

Download Now!

The future of agency is one of hybridization and human-machine collaboration. Thanks in large part to the ever-advancing capabilities of data collection and analytics, powered by artificial intelligence and automation, the agency-of-record model of the past is becoming outdated. The future is one of reimagined relationships between marketers, in-house creative, external agencies, consultants, and technology.

 

We gathered perspectives from marketers and subject matter experts to understand how marketers view the future of agency and how its trajectory impacts marketing decision making.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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