Watch-out the “We are not an Ad Agency”

In the Marketing Communications industry globally there is an on-going dialogue of what is new, how much digital we are becoming, what kind of new tools to use …and that the word “Advertising” is a curse to bear! How come the wider industry people watch the “Mad Men”, but they treat Advertising as a “dirty” word? Perception, of course.

“Let’s stop calling ourselves ad agencies because advertising is such a small part of what we do,” said Deutsch North American chief digital officer Winston Binch, who argued that a broader, more generic term would be more accurate. Is he right, or he is a victim of the hype around digital?

This is an alarming sentiment, but it echoes simple -but yet sometimes deceptive- questions: a) what is advertising nowadays (how has it evolve?), and b) how do we define the agencies that produce it?

Should a Client ‘buy’ this?

Is it true? If an agency claims that they are not an Ad Agency, to signify their (own-claimed) disruptive services (if any!), or to distinguish themselves from the “old world” of Marketing, should a Client believe it?

The “Death of Advertising” that Seth Godin introduced in 2008 has become a (not-actually proven) hype. Not true at all! In 1970, globally, a consumer was receiving 700 advertising messages per day in all marketing channels (TV, Outdoor, Print, Radio). Today, the amount has risen to 5.000 messages/day (in all touchpoints…native, apps, Viber, YouTube, radio …you name it!)

Well this is news. Apparently advertising doesn’t sell products anymore. pic.twitter.com/ifWBiXiJCA

— Ryan Wallman (@Dr_Draper) July 14, 2018

Point-1: There’s no clear line, but all …advertise!

Currently ad agencies, to preserve their revenue, they offer all sorts of services: planning, concept and creative, film-making, events, direct ads, online, offline, below the line …but hey, wait, there’s no line anymore!

Is there a line between digital activations, PR strategies and “classic” ad agency’s role? Typically yes, but in real life, all touchpoints, marketing professions’ specializations and competencies merge.

I know that advertising has changed formats, ways, and planning routine, but I can’t imagine an agency avoiding the paid media. Isn’t after all, what all of the agencies are after? Paid channels & their commission/revenue? Paid search, paid social, paid native, paid sponsorships, paid influencers.

Point-2: The agency of revenue isn’t an agency of Value

An (even digital-competent) ad agency that’s (says it’s) not an advertising agency, should be renegades of value-add. Strategic. Consultative. Charging only on outcomes or on pure hourly cost.

It should be innovators. In views. In strategic path planning. Before execution and charging % costly commissions. Their brand and strategic work should be impossible to copy.

I’ve been there. 17 consecutive years. Managing €60 million per year. Imagine that I was in a small group.  But we were ‘servants’ of revenue. And its increases, organic or given. Doing and pitching for new business 24/7.

Come on! If your agency is “We are not an Ad Agency” then prove it!! Show that you’re committed to customer and brand centricity, with a commitment to accountable business outcomes, through your communication services, from SEO to booking paid media. Build the Brand of your Client and stop claiming BS…

Point-4: The power of Brands’ iconography (advertising) is still here…

See the gallery below and let us know what you think.