Post by account_disabled on Jan 6, 2024 6:15:36 GMT
The way brands and agencies work to bring different projects to life has evolved significantly over the years. For the advertising industry, it becomes crucial to find the model that works best in order to optimize work and achieve objectives . Looking ahead to the next decade, a new IPA report collected by Campaign Live points out five models that will define the way brands and agencies work based on how a company's marketing strategy is developed and executed. 1. The Titan model In this model, whose growth will be moderate, the brand entrusts all marketing services to a single external company, both in the development of strategies and in the execution of advertising operations. 2. The Engineer model In the second case, with growth that will be more significant, the brand chooses one company to develop its global marketing strategy, while its execution is carried out by a multitude of agencies.
The Coalition model In this model, both the overall marketing strategy and strategy execution are developed and implemented by a multi-agency coalition. The growth of this model will be lower. 4. The hybrid Phone Number List model Brands that opt for this model, which will grow significantly, combine internal customer services and the services of external agencies for both the development and execution of the marketing strategy. 5. The in-house model Finally, brands whose marketing strategy is developed and executed internally and are operated by the brand itself are covered by the in-house model. The growth of this model will be moderate, according to IPA. Polarization when choosing the work model between brands and agencies The IPA report also foresees a polarization on both sides of the axis in which it presents the five models by both brands and agencies.
Some brands with models like the first two may find it unnecessary to opt for a more in-house approach due to economic uncertainty, while those leaning toward models like the last two are looking to run more operations in-house to reduce costs. On the other hand, part of the industry believes that a single agency should take the reins of the entire strategy and respond to all the challenges posed by the brand, and another part believes that each agency should provide specialized services for each of the areas of the marketing. “This report comes at a crucial time for agencies and their clients and should give us all pause. For agencies, it provides the opportunity to consider which business model best suits them and helps their clients identify and realize value. For clients, it acts as a guide as to which of their partner agencies can help, how and when ,” says Nigel Vaz, president of IPA and global chief executive of Publicis Sapient.
The Coalition model In this model, both the overall marketing strategy and strategy execution are developed and implemented by a multi-agency coalition. The growth of this model will be lower. 4. The hybrid Phone Number List model Brands that opt for this model, which will grow significantly, combine internal customer services and the services of external agencies for both the development and execution of the marketing strategy. 5. The in-house model Finally, brands whose marketing strategy is developed and executed internally and are operated by the brand itself are covered by the in-house model. The growth of this model will be moderate, according to IPA. Polarization when choosing the work model between brands and agencies The IPA report also foresees a polarization on both sides of the axis in which it presents the five models by both brands and agencies.
Some brands with models like the first two may find it unnecessary to opt for a more in-house approach due to economic uncertainty, while those leaning toward models like the last two are looking to run more operations in-house to reduce costs. On the other hand, part of the industry believes that a single agency should take the reins of the entire strategy and respond to all the challenges posed by the brand, and another part believes that each agency should provide specialized services for each of the areas of the marketing. “This report comes at a crucial time for agencies and their clients and should give us all pause. For agencies, it provides the opportunity to consider which business model best suits them and helps their clients identify and realize value. For clients, it acts as a guide as to which of their partner agencies can help, how and when ,” says Nigel Vaz, president of IPA and global chief executive of Publicis Sapient.