Tribble Ad Agency: Minyanville : Advertising Agencies will “never come back”
Michael Drabenstott
· 4 months ago
Most agencies are adapting out of necessity, as their clients are asking them to pursue non-traditional outlets. In the past 15 years, public relations activities have driven much of the growth at agencies where traditional print and broadcast advertising has faltered. Digital and social media are adding to that.
Agencies need to shift from developing overtly promotional content to content that will engage communities and add value to the internet. It can entertain, enlighten and advance the conversation, but it cannot always promote. It's more akin to a PR approach than heavy-handed marketing.
However, most of that work is still billable. And media dollars that are redistributed toward billable hours (instead of commission or media services) should be more profitable for agencies as long as they can retain the content generation in house.
More than ever, quality content will rule the day.
TheFounder
· 4 months ago
Hi Mike,
I completely agree with you regarding PR being the driving force... let's face it.. Social Media is nothing more than online PR.
The problems that most ad agencies are having is condensing that 600 word press release down to 140 characters to send out over twitter.... or enticing people to "fan" their client on Facebook... or upload a youtube video that people actually want to watch...
This is sort of where PR meets digtal.
The Communicator
· 4 months ago
The advertising agency is dying. In this post-recession economy clients are paying more attention to what they are shelling out to their agency of record. The days of overinflated pricing for tactics that no longer work are over.
TheFounder
· 4 months ago
Well pricing is out of wack for the bigger firms... anything with the word "holding company" attached to it and generally getting 1/2 the work for double the cost
It seriously depends on the agency in question... and bigger agencies sometimes look like a battleship. big, powerful.. but boy you don't want to send that thing up the river.. chances are it'll get stuck and become a big target for the little boats to nail it..
All Comments
Agencies need to shift from developing overtly promotional content to content that will engage communities and add value to the internet. It can entertain, enlighten and advance the conversation, but it cannot always promote. It's more akin to a PR approach than heavy-handed marketing.
However, most of that work is still billable. And media dollars that are redistributed toward billable hours (instead of commission or media services) should be more profitable for agencies as long as they can retain the content generation in house.
More than ever, quality content will rule the day.
I completely agree with you regarding PR being the driving force... let's face it.. Social Media is nothing more than online PR.
The problems that most ad agencies are having is condensing that 600 word press release down to 140 characters to send out over twitter.... or enticing people to "fan" their client on Facebook... or upload a youtube video that people actually want to watch...
This is sort of where PR meets digtal.
It seriously depends on the agency in question... and bigger agencies sometimes look like a battleship. big, powerful.. but boy you don't want to send that thing up the river.. chances are it'll get stuck and become a big target for the little boats to nail it..