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and analytics, powered by artificial intelligence and automation, the agency-of-record model of the past is becoming outdated.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 New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

> See all episodes
Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

> See all issues

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.

 

Copyright © 2021 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

marketingfutures.ana.net