Sapient just released a survey which reveals brand marketers' Top 10 "wish list" for what they expect from the "Agency of the Future".
The top 10 list is as follows (with a fair amount of Jaffe "Tabasco" Juice thrown in for good measure):
- Greater knowledge of the digital space. According to the study, more than a third of respondents are not confident their agency has what it takes to cut it in the digital space from a knowledge standpoint. In fact, 45% of respondents have switched agencies (or plan to switch in the next 12 months) for one with greater digital knowledge or have hired an additional digital specialist to handle their interactive campaigns. This clearly becomes an increasingly massive problem because of the gaping void when it comes to talent. Agencies have been unable to hold on to their best and brightest in the digital realm and seem to be biased in favor of "traditional interactive" skills versus what I would call "transformative interactive"
- More use of “pull interactions.” See point 1 - community, dialogue and partnership conversations are on the rise, whereas push-based "communications" is relegated to the status quo.
- Leverage virtual communities. With 94% of the sample giving the nod to "virtual communities", one only wonders how long it will be before Second Life makes a roaring comeback. As if. But seriously...I'm not sure the word "virtual" needs to be inserted as a community qualifier. In addition, I remain concerned that too many marketers and their agencies are under the delusion of "instant community" (just add money)
- Agency executives using the technology they are recommending. 92% of the sample feel that agency employees should be using the very technology (in their "personal social media mix") they recommend. Bravo Bravo Bravo!!! At crayon, we call it "Eye of the Storm". I want to take this one step further though...I think not only should employees be living this "change" imperative, but the agency itself has to be living this change as well. On one hand this hits the firewall issue, but it also has profound cultural, organizational and financial implications i.e. this is not a nice-to-have; this is not window dressing; this should be part of the agency's core focus and key solution set.
- Chief Digital Officers make agencies more appealing. This is a red herring at best and plain bull shit at worst. Chief Digital Officers are token figureheads and even if they are true agents of change, marketers should be looking a lot closer at how these dying breeds are empowered to actually effect change, rather than just talk about it.
- Web 2.0 and social media savvy. Isn't this the same point as number 3?
- Agencies that understand consumer behavior. 76% of respondents emphasized this aspect and I concur wholeheartedly. At the end of the day, the strategic planning function is going to be key in terms of moving this industry from a bunch of tactical hacks to more deep-seated, integrated approach built on a solid foundation of insights, vision and strategic planning.
- Demonstrate strategic thinking. What I just said :) Whilst 77% of the marketers surveyed ranked brain trust at the top of their list, the greater challenge for the business is actually getting paid for IP (not just in terms of free versus fee...but indeed at a market or value-related rate)
- Branding and creative capabilities. Um, whatever. Another red herring. Branding that is commensurate with push-based communication is staid, bloated and increasingly relevant. In a conversational world, we need to be more focused on delivering authentic, meaningful and impactful experiences. If you didn't already know my feelings on agencies' definitions and interpretations of creativity, you can read about it here.
- Ability to measure success. 65% of the sample ranked analytics at the top of their list, but this topic should not be approached superficially. As long as we continue to approach emerging places and spaces with a short-term, traditional view of "ROI", we'll be perpetuating a vicious cycle, which helps explain many of the shortcomings and challenges association with points 1-9.
Whilst we can certainly attest to the validity of these proof points, there is still a chasm between what people say and what they inevitably do.
Status quo is still the default marketplace behavior for some marketers, but for the most part, the cluster of marketers who are fed up with the current way of doing business and are looking for a better way is without question on the rise.
