Insights into Tomorrow’s Marketing Organizations: The Interplay of Brands and Agencies

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  • We will see a more collaborative approach with many agencies coming together.
  • Agencies need to think about how they interact with marketers and employees.
  • The agency of the future will have to be more agile than it is now – navigate 1-to-1 marketing and make quick decisions based on technology and consumer behavior.
  • It’s challenging for brands to invest in long form content … the need is for ‘snackable’ content to be distributed in the right way to reach target audiences.
  • Brands should own the content, not the agency.
  • Agencies need to show and lead by example when it comes to budgets and the value of what we do.
  • Brands need to control themselves but also need to reflect on the workforce of today, including freelancers and contractors; there are many talented individuals who don’t fit in a particular hole but have a role to play within a company, or for a brand.
  • There will be more roles for individuals, on their own or as collectives, to work with brands, work magic, then maybe even leave.
  • Advice: focus on what audiences really want and what your brand means for them … And brands have to open minds to new approaches and play differently to speak to our market.

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  • The market has been product-centric, not audience-centric, but we will move back to being people-centric.
  • Greater focus on useful and quality content designed for niche audiences, but also need to also understand how the content will reach them.
  • Need to aggregate audiences and keep people engaged.
  • Agencies have a role in giving brands an objective viewpoint.
  • Whitepapers are no longer effective and could work better as a series of shorter pieces of content.
  • Building owned homes for content has an important impact on search.
  • There is a split in media: live event content (news) versus distributed evergreen content (broadsheet).
  • Key piece of advice is to be a singular brand – know what you are and why – and consider the different messaging required for different audience segments.

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  • Key piece of advice is to use data to fully understand your customer and be very clear about your point of difference.
  • Brand is going to be even more massive and go back to ‘difficult marketing’.
  • Aggregation of services will be done by technology.
  • We are heading into an era of specialists, not generalists.
  • We will see companies and brands taking back ownership of marketing, which has largely been ceded to agencies.
  • Journalists are not always capable of realizing not everything they write is interesting, so they may not be the best people to produce content.
  • Long-form content can be more difficult to execute … a one-minute video for Facebook is cheaper, measured instantly, and easier to do.
  • Key elements to consider are: Who is the customer? Why is my brand different from everyone else’s?
  • The customer and brand piece needs to be owned by the brand.
  • Less of a believer in big aggregated agencies.
  • The creative agency has more relevance now.
  • There is an increase in big brands wanting specialists.
  • It’s about identifying niche communities within your brand community and understanding the nuances of how to best engage with them.
  • Australian agency versus global marketing agency: main issues are scale; regional Australian clients are less likely to take risks because they’re the brand channel for our market.

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Kimberley Lee