Okay, so maybe that’s an overstatement, but we are glad to hear that the tides are changing back to a customer centric point of view, driven by poignant creative direction and an emphasis on relationships. The savings that occur due to aggregated buying power are being eaten up by commissions, and due to elevated costs, there has been a decreased funding of quality content. When the emphasis is on buying media at the lowest prices, the concerns typically shift to focusing solely with reaching the highest level of potential eyes, instead of reaching the RIGHT eyes. The creative agency targets your potential customer, focusing on several different types of media instead of simply one or two, and uses analytics that focus on real impressions rather than simple page loads or run times.
This means, in our humble opinion, that the agency of the future is an agency that focuses on values of the past, like building solid relationships between the brand and the customer. One that uses a deeply integrated approach to blend all of the different types of media to provide a holistic experience for the customer, and one that the customer can interact with on many different levels. The agency of the future uses all of the tools of the future to accomplish all of the goals of the past, because it understands that the technology is simply a way of connecting with people on a personal, individual level.