The Media Agency of the Future



The world of marketing has certainly changed. While television shows such as Mad Men showed what life was like at an advertising agency in the 1960s, today’s agencies have expanded their capabilities by leaps and bounds.

With the rise of social media, search engine optimization, and online content, there is much that goes on in an agency. Yet despite the many changes that have taken place, many more will take place in the years ahead. The future agency, while having a number of similarities to current agencies, will also be far different in many new and exciting ways.

Specialized Experts

Agencies of the past relied on employees who were expected to know a little bit about everything and thus act as a jack of all trades. However, this ultimately resulted in agencies becoming slow and archaic when it came to decision-making and producing results for clients. In today’s marketing world, the name of the game is using specialized experts.

Agencies want employees who are very, very good at using the skills they possess to get results for clients. Writers, graphic designers, IT personnel and more all are now valued for their specific skills, and are expected to combine those skills into winning ad campaigns time after time.

Agencies as Educators

While in the past most agencies exercised complete control over projects, today’s marketing professionals believe in educating clients on what will work best for them. Enabling clients to understand their campaigns in great detail, agencies today act as consultants as well as executives.

This means agencies will look to hire employees who are capable of teaching others about marketing, in addition to having the skills needed to develop various campaigns.

New Media Sources

Employees who are successful in 21st-century marketing realize the power of new media sources such as blogs, podcasts, and other types of digital media. Integrating the old with the new, these employees will be able to help clients develop blogs that will keep their customers informed and entertained.

While not a complete replacement for traditional media such as newspapers, these new media sources provide highly specific ways to focus on important demographics. By hiring employees who know and understand the value these media sources bring to businesses, agencies will be able to build long-term relationships with both employees and clients.

Smarter, Faster, and Higher ROI

The agencies of tomorrow will be smarter, faster, and deliver more impactful ROI than those which exist today. Employees will be able to embrace change as it happens, and will also know how to produce results using much cheaper methods. Doing more with less will be the norm in most agencies, and employees will be expected to maximize a client’s message in numerous ways.

Always an exciting field offering change around every corner, marketing and advertising continue to lead the way when it comes to having high expectations of employees and the campaigns they develop. By embracing change and having a willingness to integrate various people and skill sets, the future agency will indeed find success.

Erika Kauffman is the Partner, General Manager and EVP of New York City based Public Relations Company 5WPR


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