With the triumphant resurgence of the web and its ability to talk directly to your customer, it seems every advertising agency around is wanting to provide digital services alongside their traditional methods. Not only this, but having realised that outsourcing is just not returning the level of brand control required, coupled with the shift in the way the web is being used in advertising, agencies are now looking to bring it in-house. With Internet catching up and in some places overtaking traditional media consumption they are quickly realising if they are not in this space they are going to be left behind.
The main hurdle I see in this development of the modern advertising agency is the convergence of cultures as companies merge and disciplines start to intertwine. Much has already been written on the effect a merger has on corporate culture. Whether the agency grows its digital offering organically or through a merger or acquisition, there is going to be an impact on the culture of the company.
Advertising 2.0
Growing your digital department organically means you can choose the right people for the positions you want to fill and control your growth, but on the downside there may not be the level of support and understanding these techy people require in order to operate effectively – in other words, their culture. The problem with the level of technical expertise needed to fill a digital role often means that, unlike conventional advertising roles where one employee can often wear many hats, your digital employee will normally be a specialist in one area and not have the expertise to cover several roles. You may need to hire several people just to provide the service properly.
If this is the case then maybe a merger with an exisitng digital company is a better idea. Although digital offers far more than just web design, for the sake of this article, I am going to theorise for argument’s sake that your agency and a web company have joined in what is envisaged to be a mutually beneficial merger. You want their technology, they need your client base. The difference in the way an agency operates and a web development company operates is problematic in itself, but the very professional mentality that each sector has is significantly different. Ad agencies have a culture based on creativity and flair, and taking risks. Web companies have a culture based on developing and implementing technology, and minimsing risks. Those are two vastly different headspaces. Getting these two cultures to gel and form a harmonious super-agency is going to take a considerable amount of work and management.
You will need to be inclusive and educate all your staff about what is happening, who the new people are, what their roles are, and what work they will be doing.
OK so you are talking the talk – you need to walk the walk. Digital is important to the future of the agency, and you need to back that up with action. This means having digital representatives in your upper management. Digital is not just an add-on service – it is an important resource, providing highly measurable marketing and media channels that deliver your brand message straight to the customer. Today it might be mainly websites and social media offerings you require, but tomorrow you might need to be offering in-game advertising and product placement, or supplying creative for bluetooth triggered dynamic digital billboards. Whatever you are positioned to offer, the complexity and often lengthy production times of digital projects dictate that a Digital Manager should be present from the very first sit-down with your client on any new campaign. Strategy and planning should be made a priority. Assign good digital managers who can interface between your exisiting agency staff, your new digital staff, and of course your clients. People who understand both the traditional advertising campaign process and the IT project development process. And whatever path you choose to take to achieve your new integrated approach, make sure that once you have put these key people in key positions, you then empower them to do the job for you.
