Just What Is the 'Agency of the Future' and Has Omnicom Built It?
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Marc Pritchard might have said it best: “Frankly, your complexity should not be our problem, so we want you to make that complexity invisible.”
Addressing agencies at Ad Age’s Digital Conference in April, the Procter & Gamble Global Brand Officer added that “our expectation is that over time, our agency partners, whoever we choose, are going to be able to integrate [all of the workload], so you can get the production out, the distribution out as well as the creative out.”
It’s not just P&G. Amid a movement toward transparency, marketers broadly are demanding that agencies simplify processes while still delivering a complex array of marketing services specific to their needs. They want to cull agency lineups, using fewer agencies or at least a single agency or other party to lead the multidisciplinary throng. Making that happen gets even tougher as media continues to fragment, increasing marketer demand for advertising and other content to feed a growing array of channels, and for a wider variety of providers from outside the tradititonal agency world to fill the void.
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