The agency business model has been under assault for the past decade, and today’s economic crisis only underscores the critical changes that agencies must make in terms of their business model, the way that they provide services, and—most importantly—the way that they make money.
It’s time for marketing communications firms to address the realities facing our industry:
- There’s less demand for what agencies traditionally have to sell.
- Clients need more help in online marketing, particularly social media, but agencies aren’t set up to provide it.
- Agencies are spending their energies above-the-line while clients are spending their budgets below-the-line.
- Agencies are stuck in a structure that churns out “advertising” ideas instead of “business-building” ideas.
- Clients are hammering agencies on price and speed for work they perceive as a commodity.
- There’s a strong movement toward accountability that agencies aren’t prepared to address.
The highly successful and in-demand 4A’s workshop “Agency 2.5: How Agencies Are Transforming for the Future” looks at the traditional agency model and discusses what to relinquish, what to rework, and what to reinvent.
Workshop leader Tim Williams, Ignition Group, will explore the emerging functions that are reframing the agency skill set, including social media, analytics, experience design, and reputation management, and demonstrate with concrete, real-world examples just what model agencies should utilize to “transform” and roll out in the 21st Century.
Who Should Attend
This seminar is designed for agency professionals of all levels and in all disciplines—including account management, account planning, creative, media, digital, public relations, and other client-facing agency disciplines.
Upcoming Workshops
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February 17, 2010
Dallas, TX
March 9, 2010
Atlanta, GA
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March 11, 2010
Chicago, IL
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