Even the IPA is saying that ad agencies desperately need to change
The IPA is releasing a research document on Monday that’s got a year and a half of research behind it – and it’s not good news for agencies that are trying to act as if it’s business-as-usual.
The report talks about how social media will play a more important role in the future of marketing. That brands need to put their audience first and pull their heads out of their perfectly-branded backsides. Everything that the good digitally-aware agencies have been preaching for years, really. So I guess we can now expect hollow social media soundbites from admen who don’t really understand what they’re talking about. Hmmmm.
Here’s what the blurb about the report says:
There’s a revolution in the air that’s transforming society. It’s social networking and it’s empowering the consumer; but the majority of agencies aren’t getting it. The ad industry must get to grips with this changing marketplace over the next decade or it could face growth of only 1.2% per year by 2016.
Furthermore, both clients and agencies need to develop new ways of engaging consumers in the communications process for example brands must appear more ‘humble’ and creativity and innovation need to be at a premium. A more integrated, holistic approach needs to be developed so that network communications is viewed as an integral part of the mix. Clients and agencies must improve the ability to work in real time and develop new ways to incorporate and engage consumers in ways that reinforce brand values and build trust.