The current issue of Strategy Magazine asks Canada’s marketing industry leaders to polish their crystal balls and share their visions for the next big thing. Our very own, Jay Bertram, president, TBWA\Canada, contributed the following about the changing agency model and the rise of the AOR.
“Seeing the need to operate at the speed of culture, progressive creative agencies reclaim communications planning as a core offering focusing on brand behaviour across owned, created, earned and paid media. Experiencing the advantages of having one lead partner driving their brand behaviour, enlightened clients may begin to question the role of, and need for, media buying shops as currently configured.
This will redefine the relationships creative agencies will have with independent media companies, resulting in enhanced and more effective communication plans. In the end, they will become closer than ever, forming more effective partnerships.
Further, given the need to deliver 24/7 communications and brand behaviour that responds and reacts to market and consumer activities, clients begin to question the need for multiple communication partners. One-stop brand behaviour agencies re-emerge to lead the next creative explosion. Creative agencies will need to adopt a “jazz ensemble” leadership style versus being “the conductor” of the orchestra. The need for communication plans that react and play off each other will be the tune of the day.
Finally, “shopper marketing” becomes much more important as new competitors enter the Canadian market, putting pressure on under-resourced, under-funded local shops.”