Posts Taged strategy

Want to Win the Race to the Bottom? Don't Invest in Tech | Guest Columnists – Advertising Age

Agencies Must Raise Efficiency to Stay Alive and Free Themselves to Brainstorm Ideas

Is the advertising industry willing to look at itself and acknowledge that it has a big problem? Can anything reverse what seems like a race to the bottom and allow a rainbow to emerge?

The crisis mirrors what has happened in the newspaper business. Two decades ago, newspapers were profiting by big margins, with no incentive to invest for the future. As technology changed and profit margins shrank, these companies were left with no capacity to invest. So they laid off people. This led to diminished product quality, which contributed to even more lost revenue. Many newspaper companies got entangled in a race to the bottom.

In our industry, the digital revolution has triggered three dangerous trends that, combined, pose a similar life-threatening challenge:

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The Evolving Social Media Landscape

“The ultimate goal is to use social connectedness as the mechanism to create experiences and connect with our audiences with our brand’s story.”

The tectonic plates have shifted quite dramatically this year in social media, setting the stage for yet another significant year of change in 2013. New trends will emerge due to consumer shifts, channel shifts, brand shifts and new entrants as brand stewards will evolve in this space. Let’s take a moment to rewind and examine what’s happened in the landscape and how that will affect brands in 2013.

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The Top 10 Trends For Marketers, According To JWT

JWT’s annual Trends Report identifies play, privacy, and your insane amount of stress as key among trends for 2013.

The importance of play, the effects of stress, and the increasing concern about private spaces in a public life may all have significant impacts on the marketing landscape in 2013. According to agency JWT, these are among the top 10 trends outlined in its 2013 Trends Report.

Informed by quantitative, qualitative, and secondary research, the eighth annual forecast is reflective of how new technology continues to influence communication, with major shifts tied to warp-speed developments in mobile, social, and data technologies.

Says the report’s author Ann Mack, Director of Trendspotting at JWT, “Many of our trends reflect how businesses are driving, leveraging or counteracting (technology’s) omnipresence in our lives, and how consumers are responding to its pull.”

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Digitas Distillery – The Blog – Five Days of Digitas Predictions (for 2013): Social

Love this insight: Relevance has a deadline.

What’s on the horizon for 2013? We surveyed leaders throughout Digitas to get their predictions for brands and marketers everywhere. Over the next week, check out the five days of Digitas predictions, starting with social.

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8 Insightful Marketing Predictions for 2013 and Beyond

8 marketing predictions, backed by industry thought leaders, about what’s in store for marketing in 2013.

It’s that time of year again! 2013 is on the horizon, so whip out your crystal balls, marketers — it’s time to make some predictions about what’s in store for next year. Don’t have one handy? That’s cool. You don’t need to be clairvoyant to make a prediction or two. In fact, how about we get the ball rolling.

In 2012, the world of marketing underwent some major changes. We saw the rise of Pinterest, several IPOs and acquisitions, an aggressive political ad war, Facebook’s 1 billionth user, and watched one Korean artist turn into a global phenomenon thanks to YouTube. So what’s on tap for next year?

We’ve compiled some of our most insightful predictions — backed by several industry experts and thought leaders — into our new guide, 20 Marketing Trends and Predictions for 2013 & Beyond. You can catch 8 of them in this blog post, and be sure to download the full guide if you’re curious about what the other 12 will mean for your marketing in 2013. Now let’s get to it, marketers!

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Agencies Make Strategic Play

More shops are eyeing business usually handled by management consultants

More shops are eyeing business usually handled by manage In a classic Mad Men scene, Don Draper pitches a new Lucky Strike commercial to a room full of the marketer’s most senior executives. Such meetings that used to be routine have become a rare thing of the past.

“With the CEO, CFO and COO, agencies in this country just don’t have that access anymore,” underscored Brian Wieser, senior analyst, Pivotal Research. “Back then if your numbers lit up, the CEO would be able to distinguish whether a TV commercial worked or not. As marketers got larger and more factors could impact sales, business became much more complicated and agencies didn’t evolve accordingly.”

Agencies are making up for that now by taking back strategic services from management consultants like McKinsey & Co. and Accenture. But rather than expand their capabilities via acquisition, agencies are creating new specialty units from within. Ogilvy, one notable example, launched strategic consultancy OgilvyRED in May 2011; it uses an open-source approach drawing on 21 Ogilvy units–from digital and health and entertainment to cross-cultural, green and Islamic branding–plus other resources at corporate parent WPP.ment consultants

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