Agency selection: A changing landscape
As consultancies and digital platforms start to muscle in on agencies’ territory, agencies will have to adapt and improve their traditional models – and reconsider the model of holding companies
One of SA’s leading agency selection experts believes the current industry model is broken and that a new approach is needed for the sector to survive and service brands better.Johanna McDowell, founder and CEO of the Independent Agency Search & Selection Company (IAS), says the landscape is changing rapidly because of the arrival of consultancies, digital agencies and new players in the agencies’ space. These new players, she says, are also offering creative products to clients that used to be provided by agencies — and getting the business.The problem is compounded by clients who are demanding quicker processes from agencies; the way products are delivered these days is not necessarily quick enough to meet clients’ briefs and demands, McDowell says.So is there a quick fix? Agencies need to have mathematicians and statisticians in their teams who are prepared to work with new customer relationship management platforms such as Salesforce and Selligent.But it’s not going to be easy. ...