THE DEATH OF DIGITAL AGENCIES

Costas Mantziaris / Giorgos Vareloglou 22.05.2015

WHY DO WE EXIST AS DIGITAL AGENCIES?

LET’S START WITH A BIT OF HISTORY

IN THE BEGINNING IT WAS OUTDOOR

THEN PRINT ALONG WITH THE RISE OF NEWSPAPERS

AND THEN RADIO WHICH WAS BACK THEN “NEW MEDIA”!

AND THEN TV CHANGED EVERYTHING FOREVER!

AND FINALLY TEH INTERNETS!

HAS ANYONE EVER HIRED AN OUTDOOR MARKETING AGENCY?

in th

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y

of a

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HAS ANYONE EVER HIRED A PRINT MARKETING AGENCY?

in th

e hi

stor

y

of a

dver

tisin

g

HAS ANYONE EVER HIRED A RADIO MARKETING AGENCY?

in th

e hi

stor

y

of a

dver

tisin

g

HAS ANYONE EVER HIRED A TV MARKETING AGENCY?

in th

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y

of a

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- Then why companies have been hiring digital agencies during the past 15 years?

- Because advertising agencies could not understand and consequently produce ideas relevant to the digital platforms. So they asked for help.

You do understand that the entire existence of a communication agency that is a specific medium specialist is wrong. RIGHT?

And then there was more. We had a variety of Specialists showing up like mushrooms

IT GOT CRAZY.

The digital universe

The rest of the universe

Consumers

users

The digital universe

The rest of the universe

Communication Strategy

Digital Strategy

“The idea that the same consumer who was frantically clicking her TV remote to escape from advertising was going to merrily click her mouse to interact with it is going to go down as one of the great advertising delusions of all time.”

-Bob Hoffmann

INTERACTIVE

It’s more probable to die on a plane crash than click a banner.

But still it did make a lot of sense for everyone.

On one hand traditional agencies were OK with that since they didn’t understand it and digital agencies because they were making more money out of it.

It took us more than a decade to understand that the consumer is one.

WHICH BRING US TO 2015.

Advertising agencies still cope with digital platforms but they are doing it better.

Advertising agencies still cope with digital platforms but they are doing it better.

Digital agencies struggle to survive in a “360 world” trying to prove they deserve to be equally treated like big boys.

Digital agencies struggle to survive in a “360 world” trying to prove they deserve to be equally treated like big boys.

Marketers aster a childish decade understand what digital is and that TV is not going to die any time soon, and as a result they push for: IDEAS THAT WORK. EVERYWHERE.

Advertising agencies still cope with digital platforms but they are doing it better.

and this will eventually lead:

THE DEATH OF DIGITAL AGENCIES

Costas Mantziaris / Giorgos Vareloglou 22.05.2015

& THE DEATH OF ANY COMMUNICATION AGENCY THAT CANNOT DELIVER 360 EXECUTIONS.

if one wants to be in the ideas business he needs to be

platform agnostic.

The purpose of the existence of a communication agency is to solve problems. If Digital is the only answer to all the questions you get, then you have a problem.

DIGITAL AGENCIES

TRADITIONAL AGENCIES

DIGITAL AGENCIES

StrategyExperience

ideas

Trust

TRADITIONAL AGENCIES

DIGITAL AGENCIES

StrategyExperience

ideas

Trust

YoungAgile

momentumDigital

ideas

TRADITIONAL AGENCIES

DIGITAL AGENCIES

StrategyExperience

ideas

Trust

Agile

momentumDigital

ideas

?

TRADITIONAL AGENCIES

Young

DIGITAL AGENCIES NEED TO TRANSFORM OR THEY WILL BECOME IRRELEVANT TO WHAT THE MARKET NEEDS.

THANK YOU.