I just got my SxSWi panel submission in under the wire. Was on vacation so totally forgot. Won’t have any idea whether it has a chance or not until September. But here it is. If you read stuff here regularly, you won’t be too surprised. Following the SxSW submission guidelines there’s the title (limited to eight words; agree mine still needs work); description (1500 characters max, though I’ve fattened it up a little bit for this blog post; who it’s intended for; the five questions it will answer; and why I’m qualified to participate (that was the really hard part.)
New Models Prove That Ad Agencies Will Survive
The title can’t be more than eight words — Rumors of our death are greatly exaggerated was an alternative — but they want something more specific, hence the reference to “new models.”
Social media enthusiasts, inbound marketers and digital shops have all declared that the advertising agency as we know it is dead. But is it really? The old agency model may have lost its relevance, but there is a new crop of “agencies” springing up all around us.
Still in their infancy, crowdsourcing agencies are succeeding at sourcing ideas from both the public and free agents.
Digital production companies that combine technology and production now offer strategy and branding in attempt to displace agencies of record.
Social savvy integrated agencies that boast innovation “labs” are experimenting with everything from the creation of their own products to the development of digital eco-systems rather than ad campaigns.
The implications of these new models are significant:
They create new opportunities for brands and marketers as they learn to engage rather than “broadcast.”
They force traditional agencies to adapt more quickly if they are to survive.
They call for a new set of skills and expertise from those who want to work and prosper in the industry.
This panel, comprised of leaders who represent each of the models, along with a leading CMO from a major marketer, will explore the following:
–Why rapidly changing consumer behavior (from spectator to creator, from reader to publisher) demands constant reinvention on the part of agencies
–Creating a culture that embraces change
–Criteria that brands and marketers should use to evaluate the new models
–The skills employees will need in the future if they are to prosper and succeed.
Who it’s intended for:
Ad agency executives, CMOs, marketing executives, ad industry employees will all benefit from this discussion. They’ll come away with ideas, examples of what doesn’t work, and new ways to think about the business they dedicate so much of their life to.
Questions this panel will answer:
- What does the next generation ad agency look like?
- Do I need one agency or multiple specialty shops?
- How is consumer behavior and technology affecting advertising effectiveness?
- What kind of skills will be most valuable to the industry in the future?
- What doesn’t work and how can I avoid making mistakes others have made?
What qualifies me:
Needless to say I wrote something that makes me sound impressive. After all, I am in advertising.
So, what do you think? Any good? Would you attend?