Ad:tech Miami thoughts on the agency of the future
June 5th, 2008
Posted by Jose Villa
I just left Miami Beach and the 2nd annual ad:tech Miami conference. Per Danny's earlier post, there was a noticeable drop in attendance from last year (I didn't attend, but I also heard the same comments from past attendees). However, I was found most of the panel discussions insightful and interesting – particularly the ones pertaining to Latin America.
There was one topic that was discussed in a few panels and kept coming up in my conversations at the various networking breaks and parties – what will the ad agency of the future look like?
This is a question that I think about all the time – I guess you could call it the “thing that keeps me up at night” (although my 16 month old daughter Maya holds that title most nights). I run a multicultural interactive agency – a niche within a niche. There were panelists at ad:tech from a handful of Hispanic-focused interactive agencies… another niche within a niche. One of the principals at one of these Hispanic interactive agencies made the case that interactive will be integrated within traditional ad agency capabilities in the future.
I had a similar conversation with the CEO of a large general market interactive agency who asked me “do we have to expand into traditional in the future?”
Someone even brought up the question of whether multicultural advertising will inevitably have to be integrated into general advertising as the U.S. population becomes more and more diverse (we already see this happening in places like Los Angeles where “minority majorities” are causing clients to hire multicultural ad agencies as their lead agencies).
This is a big question that I making some bets on. I am very curious what some of you out there think? Here are some interesting thought starters?
1. Will there room for specialists interactive agencies like Hispanic interactive agencies?
2. Will traditional agencies need to have specialty digital capabilties like SEO and mobile?
3. Will traditional agencies continue buying interactive shops or will the opposite start to happen?