Some have said the ad agency is on its way out, while others would argue it’s just hitting a new stride. However, most can agree the fruition of technology, programmatic and the shift to analytics-driven marketing has undoubtedly changed the nature of the modern day advertising agency. Gone are the days when the sole focus of the business was TV, print and radio.
Now, the traditional agency model faces disruption at the hands of the digital era, which has the capabilities to hold agency performances a new, measured standard; one that challenges brands to develop deep and meaningful connections with audiences. As technology fundamentally changes the way people connect with brands, the agency architecture must also adapt. Creative departments must keep up with an increasing reliance on data and measurement, and must uncover the ways in which digital tools, like technology and metrics, can best work to create a successful campaign.
During Advertising Week Europe, the Agency Track will tackle the notion of the ‘agency of the future': what challenges and changes will be thrust their way, and more importantly, how the modern agency can ensure it accurately reflects the changing priorities of the industry as a whole. Attendees will hear from speakers including agency heads, big-time marketing directors and creative directors who will address a wide range of topics that speak to the larger question we continue to seek an answer to: what is the future of the agency?
During “Long Live The Independence,” leaders of independent shops, such as Jackie Stevenson, founding partner at The Brooklyn Brothers, discuss the power that comes from remaining the nimble, lone-wolf agency among holding companies and conglomerates galore, and dive into how and why they dodge acquisition, and what the many benefits and deficits are in doing so.
During “Can Robots Crash the Creative Party,” panelists dive into the ‘why’ behind forward-thinking creative agencies beginning to investigate and experiment with AI. Featured speakers, such as Grace Francis, experience planning partner for Grey London, provide insight into how AI will fundamentally transform the DNA of how agencies operate.
The “Going Global 3.0” session will feature agency leaders from around the globe, such as Mark Boyd, co-founder of Gravity Road, who will take on topics such as how taking a business global is both a complex and dynamic process, as well as how globalization has impacted – and helped drive – business and advertising activity in the long haul.
In “Evolving Brand Sponsorships And How We Tap Into Celebrities,” panelists including Grammy award-winning producer Swizz Beatz, now global chief creative for culture at Bacardi, discuss how creating an authentic celebrity partnership can help brands connect with consumers on a deeper level.
To learn more about the Agency Track, as well as the other official tracks of AWEurope, be sure to check out the 2017 calendar.
