The advertising agency of the future

When you think of advertising agencies, do you think of long conference rooms, stern expressions and a creative touch? Classic advertising agencies with their clearly defined service portfolios, their outstanding minds, and the army of subordinate assistants disappearing behind them are increasingly disappearing from the scene - and there's a reason for that. In the changed world, which is global and digital, only those who can play on the most diverse channels, bring together experts from different fields and are open to new ideas can survive. But what does this advertising agency of the future look like in detail and what makes it successful?

How do classic advertising agencies work?

Classic advertising agencies have shaped our image of the media industry. They are characterized by an almost unmanageable apparatus of responsibilities, units and decision-making levels, divided into many different hierarchical levels - which is why a surprising number of film comedies that tell of personal and professional advancement are set in this world. However, what gives classic agencies a profoundly weighty appearance cripples them internally in an increasingly fast-paced world: In rigid hierarchies and with long decision-making paths, they are not positioned for the digital and global world that produces and rewards short-lived ideas, demands quick reactions and rewards daring attempts.

But it is not only the hierarchical structure, which grants creativity exclusively to the upper echelons, but also the clear separation of responsibilities that distinguishes the traditional advertising agency. The project management department is separated from the implementation department in terms of personnel and space, which quickly prevents spontaneous dynamics and instead provides an ideal breeding ground for a work-a-day mentality. All in all, this makes the traditional advertising agency a relatively ponderous apparatus that is slow and uncreative in its essence. In addition, the traditional agency is expensive; after all, there are numerous small steps here, each of which is the responsibility of different people who want to be paid.

What has changed?

This becomes a problem against the backdrop of changes in the world of work and consumption. Markets are changing ever faster, and the audience's attention is spread across a wide variety of channels, all of which entice with countless stimuli. Advertising agencies that want to be successful today and in the future must be true multi-talents: Social media profiles want to be played just as much as the classic advertising market - and all this in an incredibly fast-paced world.

Added to this is the fact that companies have long since ceased to be tied to local agencies. In the course of digitization, which was once again spurred on by the Covid 19 pandemic, competition has increased by leaps and bounds - where people used to search for agencies limited to a single metropolitan area, the entire globe is now open thanks to Zoom and the like.

What will the advertising agency of the future look like?

The advertising agency of the future sees digitization and globalization as opportunities to revolutionize its own field of work - both for its own benefit and that of its customers. At the heart of the advertising agency of the future is a high degree of flexibility, which is also the case at the creative agency franzjohann teams are not formed rigidly, but are put together according to the respective project requirements, the management lies with employees who are themselves actively involved in the project, and all employees are trained for all essential areas of agency work.

This does not mean sacrificing technical expertise, but the exact opposite: All can be deployed in all projects, which ensures flexibility, and contribute their respective know-how there, which ensures outstanding quality. In this way, we create a dynamic team that can work in all relevant channels and carry out a project from sketch to completion - and save you and us unnecessary costs in the process.

There are also other opportunities. While freelance exchanges are a mortal danger for classic agencies, they are a blessing for forward-looking agencies like franzjohann: Here we find cooperation partners who bring exactly the expertise that is still missing for your project, and at the same time you benefit from the low prices in this segment.

Conclusion: Why is the new advertising agency better equipped for the future?

The new advertising agency is better positioned overall because it moves with the times, seizes opportunities and exploits potential. It is flexible, providing the ideal space for creativity and reducing costs. Multimedia solutions on the cutting edge at competitive prices are the result.