Has the definition and role of an “ad agency” changed? A LinkedIn Exchange …
Larry Peterson, Director of Client Engagement for JLA Advertising, Atlanta posted the question above on LinkedIn. There was substantial chatter back and forth. Contributors argued the development of new categories, new services, new “descriptions” and questioned whether ad agency was still relevant. The postings continued and I jumped back in after Larry posted this:
I see where Chuck and Grant are coming from. But, is “Marketing Agency” too broad of a term? We were a creative and code group. Now we are getting asked to recommend Saas solutions to track and measure campaign traction even down to delivering Lead and Demand Gen to a CRM. Based on all the great input here: I think the question might be: Will the ad or marketing firm model be split between digitally accountable functional/tactical firms vs brand development/management firms vs PR and Social firms.
Chuck replied: Larry, I suggest the definition (i.e. – marketing agency) has more to do with how the firm does new business than anything else. If the firm has a strong, definitive “outreach” program using e-mail, direct mail, speech-making, active social media involvement and telephone calls to selected prospects, then message content can include whatever story and/or description the firm chooses. Without such an ongoing, assertive new business effort (which by the way, the majority of marketing firms do not have), then the firm needs inbound sources. That means far more than website keywords or page titles. Those firms need some service like AgencyFinder that employs high visibility and outreach to hook clients of all kind and size; then vector them in to appropriate database candidates that can call themselves whatever they like, finding them based on intended budget, vertical market experience, services offered, size, capitalized billings, location, etc.
As I suggested in an earlier post, who is going to take on the challenge and cost to educate clients to whatever new name or description we all favor? In all my years advocating, teaching and delivering various new business techniques to “agencies”, I have learned that most agency personnel are “artists” at heart and aren’t happy with the rejection that is part and parcel of the selling process. To my assertion – call yourself whatever you like, but choose your new business process carefully!
Now I ask you (Dear Reader), How do you see it?
