A while back there was an ongoing discussion about the future of the advertising agency. That time it was not about them moving into service design and products, the way it is now (agencies are always needing to change into something else it seems, or at least talk about it), but it was about digital agencies vs. tradtional agencies as “agency of record”. Did the traditional ones get it? Would the digital ones grow up? It turned out it wasn’t so dramatic, and I would say that the agencies acting like good consultant are probably the ones still referred to as AOR. Why? Because good consultants don’t have one truth, as in It’s all digital now or social media is where it’s at or TV is dead – X is the answer etc.
No, good consultants start with their clients and then look for what seems to be true for clients’ situations. Quite nuanced. Less of an agenda, other than end results. More open and likely to identify connections and not just dots.
This is why Heiselman thinks that advertising will become a sales tool not a brand building one. The only way to clinch the deal is to offer a deal, and that is my big concern. If people are constantly bombarded with special offers, they will soon become sensitized to them.
– Nigel Hollis, in Will advertising become a transactional tool
> Data driven, contextual (dumb or otherwise), centered around offers.
Advertising vehicles that allow you to “engage” and have “conversations” with your brand’s heavy users by promising precision targeting provide very limited opportunity to grow your business. In fact, they often distract you from your proper objective – attracting new customers.
– Ad Contrarian, The Hidden Danger Of Precision Targeting
> On the belief that people want to engage with brands. For some, often few, that is the case, but it’s definitely not be all end all.
What are people’s aspirations? How does the brand play a role in it? I would employ anthropologists and psychologists and look at cultural analyses. We should be doing that with channels and places and spaces that consumers are engaging with every day. While advertising has tended to be more channel-orientated I’m not sure we, as strategic planners, have been putting the same emphasis on understanding as we should have. That’s what I’m hoping to bring.
– Abigail Posner, Head of Strategic Planning, Agency Development, Google, on “How brands can humanize their digital experience (PSFK)
Those consultants, agencies and other companies who want to understand how things relate, that don’t love specific tools and solutions more than others, are the AORs. By understanding what needs to be done while not necessarily being able to do all themselves.