“Hey, old school ad agencies – look out for integrated cross platform multimedia marketing programs”

The advertising game is changing right underneath the huge multinational’s and even the boutique ad agencies noses. I recently read some blogs that focus exclusively on advertising, discussing about how to create copy that will get a reader to act, essentially how to manipulate them into a buy. These ad shops are missing that fact that it is no longer just about the ad. There has been this rich tradition in print and broadcast advertising to develop the next awesome creation; the look and feel of a short story inspirational, humorous, and controversial. But during this creative process sometimes I wonder if the original intention of building awareness and selling products is lost?

A couple of posts ago I talked about the death of strategy (Is Marketing Strategy a Lost Art?). The statistics were impressive, many ad agencies don’t strategize (they don’t have time) and if they do almost half don’t look at the strategy again after it has suitably impressed the client. The ads then become artwork, creativity without strategic guidance. Shops focused exclusively on traditional print and broadcast advertising are missing a HUGE boat as a result. The next generation of agency stars will understand the cross platform nature of influencing customers. They will leverage and coordinate the multiple online marketing opportunities including social media, banner ads and so much more. They will innovate in mobile advertising platforms, explore word of mouth campaigns as well as creatively drawing upon the power of influencers (and not just an advertising spokespersons). And now, digital shops are starting to be hired to replace ad-only focused shops (see Lee Jones a post below).

Becoming a blogger and a new author that is selling books, I have been coached on new online methods, including joint venture partnerships, bonus gifts, opt-in email newsletter endorsements, new multimedia low resolution video and audio and SEO marketing. I was amazed at what was for me quite new tactical programs, but were so inventive and interesting (and they work). This online marketing model is fully targeting an online audience that is now used to being sold and marketed using these methods. I believe these tactics will soon proceed offline (more about that in another article). All of the new online and offline multiplatform tactics are quite complex and are best approached as a holistic integrated system. This requires a well thought out coordinated strategy developed by experts that “get it,” and there are not enough of those in old school ad shops.

At the end of the day it isn't about advertising it’s about marketing and marketing business strategy. The old school advertising simply can't keep up to the multiple cross platform programs needed to reach all audiences, in a variety of ways, with the unique messaging each platform demands.

Lee Jones of Marketing.fm wrote a great post about this that spurred me on to write this one.

The Future of Advertising Agencies February 28, 2007

Posted by Lee Jones

Today, agencies must deliver technology–in addition to creative–expertise, and many traditional agencies struggle to adapt. Peter Kim, Forrester Research Analyst, via MediaPost

What will the future hold for advertising agencies? Well, we’re beginning to see some trends unfold:

Marketers are questioning the current and future relevance of traditional media & advertising shops. Will large agencies be able to evolve to meet the requirements of new technology? According to a recent Sapient study, “52% of CMO’s believe that traditional, large advertising agencies are ill-suited to meet online marketing needs.”

As a result, brands are relying more and more on Digital shops for technology-based marketing solutions. Ikea just appointed Agency.com as agency of record for all advertising. Digital agencies are generally less siloed and therefore more nimble when it comes to new media and experimentation.

Perhaps the biggest hindrance of natural evolution at some traditional agencies are mid-level managers who are too specified and pigeon-holed. Their media and account management expertise does not necessarily translate well when faced with demand for technologically-based marketing solutions. The evidence of this is clear: traditional shops are slow to react, expensive, and in more recent cases, “shooting blanks.” No wonder Ad Executives are “surprised by the rate of change!”

Prediction: Holding companies care about bottom line profit. Rather than waste money re-training traditional human capital and resources, one might predict lay-offs and downsizing. While holding companies “trim the fat” from decreasingly relevant non-digital media and account management groups, expect to see more digital specialty shop acquisitions. To see the original post click here

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In a subsequent email conversation where I related my experience working in an advertising agency environment Lee went on to say: “I too left an ‘old-school’ agency. It frustrated me most to see the mangers and supposed leadership so unwilling to consider new and improved media and technologies. The increasing convergence of branding and PR through technology is unavoidable. There will have to be a changing of the guard - the question is: when? I think it's happening slowly but surely.”