Traditional agencies cannot understand the digital world - they can just try to keep up with it, like most large corporations these days. Understanding that you do not understand something can be a tall order when years of experience, knowledge about the industry and ego come to play. So how do you break the news to your parents that they don’t know how to operate a new technology, even though they’re trying so hard? How do you look traditional advertising in the eyes and tell it goodbye?
Traditional advertising has a great heart and a lot of creativity, but it’s called traditional for a reason – it is old fashion and diminishing in its current nature. Digital advertising alone doesn’t stand a chance either, as it’s missing the core component that keeps brands and campaigns alive, the heart of it all – creativity/branding power. This is why digital advertising needs to adopt traditional elements into it, and not the other way around.
Today, the digital world has so many arms to it, that it requires its own agency structure. A traditional agency is not capable of supporting all of that and can only offer outsourcing or mass hiring. So as TV and print are shrinking down, and when everything but the creative is outsourced – what is it that a traditional agency has to offer?
Creativity can travel from one agency to the next, it can merge in new, younger brains, and it can evolve with each generation. It can also die, or as I like to call it – be recycled. Re-used creative is a very common phenomenon. Creativity can bloom anywhere, and is available all around us. Creativity can always join the team, and usually belongs only to a handful of people in each agency. Hiring a handful of creative people is easier than filling up the building with top of the line digital professionals.
Companies are looking to lead in their market by partnering with truly exceptional ad agencies. These owe their clients the ability to offer full control over the online arena. This level of expertise can only be offered by fully operated digital agencies that have been doing it for the last 15 years. Outsourcing the services can be costly for the client, and hiring the staff is underestimating the power of this new generation of advertising. The ultimate solution for a traditional agency would be to merge together with a digital agency. The ultimate solution for clients would be to partner with a new generation agency.
The Conversion process:
For a new generation advertising agency check out Hybrid Media Group – A Green advertising agency offering cutting-edge solutions.
No comments:
Post a Comment