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The Death of Digital Agencies #Atcomnext

This is presentation by Costas Mantziaris and Giorgos Vareloglou on the future of Digital Agencies and Advertising agencies. It was presented @ #Atcomnext Atcom's annual exclusive event for partners and clients.

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The Death of Digital Agencies #Atcomnext

  1. THE DEATH OF DIGITAL AGENCIES Costas Mantziaris / Giorgos Vareloglou 22.05.2015
  2. WHY DO WE EXIST AS DIGITAL AGENCIES?
  3. LET’S START WITH A BIT OF HISTORY
  4. IN THE BEGINNING IT WAS OUTDOOR
  5. THEN PRINT ALONG WITH THE RISE OF NEWSPAPERS
  6. AND THEN RADIO WHICH WAS BACK THEN “NEW MEDIA”!
  7. AND THEN TV CHANGED EVERYTHING FOREVER!
  8. AND FINALLY TEH INTERNETS!
  9. HAS ANYONE EVER HIRED AN OUTDOOR MARKETING AGENCY? inthehistory
 ofadvertising
  10. HAS ANYONE EVER HIRED A PRINT MARKETING AGENCY? inthehistory
 ofadvertising
  11. HAS ANYONE EVER HIRED A RADIO MARKETING AGENCY? inthehistory
 ofadvertising
  12. HAS ANYONE EVER HIRED A TV MARKETING AGENCY? inthehistory
 ofadvertising
  13. - Then why companies have been hiring digital agencies during the past 15 years? - Because advertising agencies could not understand and consequently produce ideas relevant to the digital platforms. So they asked for help.
  14. You do understand that the entire existence of a communication agency that is a specific medium specialist is wrong. RIGHT?
  15. And then there was more. We had a variety of Specialists showing up like mushrooms
  16. IT GOT CRAZY.
  17. The digital universe The rest of the universe Consumers users
  18. The digital universe The rest of the universe Communication Strategy Digital Strategy
  19. “The idea that the same consumer who was frantically clicking her TV remote to escape from advertising was going to merrily click her mouse to interact with it is going to go down as one of the great advertising delusions of all time.” -Bob Hoffmann
  20. INTERACTIVE It’s more probable to die on a plane crash than click a banner.
  21. But still it did make a lot of sense for everyone. On one hand traditional agencies were OK with that since they didn’t understand it and digital agencies because they were making more money out of it.
  22. It took us more than a decade to understand that the consumer is one.
  23. WHICH BRING US TO 2015.
  24. Advertising agencies still cope with digital platforms but they are doing it better.
  25. Advertising agencies still cope with digital platforms but they are doing it better. Digital agencies struggle to survive in a “360 world” trying to prove they deserve to be equally treated like big boys.
  26. Digital agencies struggle to survive in a “360 world” trying to prove they deserve to be equally treated like big boys. Marketers aſter a childish decade understand what digital is and that TV is not going to die any time soon, and as a result they push for: IDEAS THAT WORK. EVERYWHERE. Advertising agencies still cope with digital platforms but they are doing it better.
  27. and this will eventually lead:
  28. THE DEATH OF DIGITAL AGENCIES Costas Mantziaris / Giorgos Vareloglou 22.05.2015
  29. & THE DEATH OF ANY COMMUNICATION AGENCY THAT CANNOT DELIVER 360 EXECUTIONS.
  30. if one wants to be in the ideas business he needs to be platform agnostic.
  31. The purpose of the existence of a communication agency is to solve problems. If Digital is the only answer to all the questions you get, then you have a problem.
  32. DIGITAL AGENCIES TRADITIONAL AGENCIES
  33. DIGITAL AGENCIES Strategy Experience ideas Trust TRADITIONAL AGENCIES
  34. DIGITAL AGENCIES Strategy Experience ideas Trust Young Agile momentum Digital ideas TRADITIONAL AGENCIES
  35. DIGITAL AGENCIES Strategy Experience ideas Trust Agile momentum Digital ideas ? TRADITIONAL AGENCIES Young
  36. DIGITAL AGENCIES NEED TO TRANSFORM OR THEY WILL BECOME IRRELEVANT TO WHAT THE MARKET NEEDS.
  37. THANK YOU.

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