Why agencies are not losing their monopoly in the creative space
The more detailed question is asking –
Why traditional agencies are not losing their monopoly in the creative space; even now that there is a wider pool of ‘advertising services providers’. The question is whether this is a positive or negative development for brands?
Please do quote credible sources (research sources not individuals) such as
Gartner, Bloomberg. Harvard studies or any well-known ones to enhance the statements made. Please include it in text (next to where the statement is mentioned ). For example like or similar to below:
… a recent survey found (Article -Why women earn less -Bloomberg 2017) that women earned 40% less than men in the field of engineering…
Response:
I want it to be favourable that (Creative advertising) agencies are NOT losing out because CREATIVITY is the backbone of all that is happening in the field of marketing and creativity is often used to solve business problems.
please write it touching upon a wider regional perspective maybe sources or examples or anything from across APAC region (but not Indian examples or content) -perhaps Malaysia or Singapore or Indonesia or even UAE (Dubai) etc..
I want it written so that rather than think of it as “losing” -i wanted to approach it as an enhancement that offerings such as (but not limited to)
Need to show all require new offerings cannot realistically exist without creativity.
With the pandemic -digitalisation has gone up exponentially in businesses but i look at it as agencies evolving and becoming even more relevant to brands- a trinity of creativity, digital & tech and data when you use all of these things then there is nothing more potent. Each is better with the other to support it but it is creativity that binds it all together.
I want to include a few examples of where these three things meet to make the article interesting:
1) talk about NFT(non fungible tokens) and briefly how they are the new thing but that without creativity they would not exist.
2) e-commerce – need the tech, the digital and the creativie dimension. you can give an example if you like.
3) Super apps -how they are also digital, tech and they need creativity to make them stand out from other apps. Maybe you can give examples from an APAC country? and also how and why data is useful to superapps…
4) social media -SM is computer-based technology that facilitates the sharing of ideas and info through its networks and communities and electronic content distributed with great speed!. and please comment how and why data is useful to social media. An example is fine.
Also interesting to note that platforms such as Twitter have limited text but all allow links to Creative work or whatever – so the whole post becomes much more interesting with memes or a simple pic which is visual creativity for example. Instagram – for food etc etc.
5) perhaps mention the emergence of metaverse -what it will need all three things Creativity and digital and maybe data?.
The conclusion from me is that global agency networks give you access to all these things plus they also add another aspect -they allow diversity (in terms of countries, culture and people) to enhance the output of creative work further.
The breaking down of communication silos and incorporating these enhancements to creative agencies is the only way to create a future agency model.
It is for all these reasons that it is a win-win for everyone and most of all for brands.
Thank you!
