The rise of hybrid agencies
By Louis Eksteen
The changing communication landscape
, driven by technological advances, is now influencing marketing consultancies such as traditional advertising and public relations agencies, as much as the media sector. Marketers are increasingly in direct control of how their communication activities are created. Thus they require a modernised set of services from their marketing partners.
The new business model shaping marketing communication consulting demands a multidisciplinary approach in which brand content and digital are seamlessly integrated into everything the agency does. It calls for skills and deliverables, previous separated in varied disciplines such as media creation and traditional advertising.
Marketing consultancies that can deliver these new communication services are mostly called hybrid agencies
These new hybrid agencies
must deliver consulting services on three key platforms:
Brand content marketing
The most significant trend creating a need for hybrid agencies is the necessity for brand content marketing. Today all brands are content brands, requiring skills usually associated with traditional media creation, as opposed to Mad Men
-like top-down advertising.
As brand content demands less hard sell and promotion, but more intellectual storytelling added value, traditional agencies often struggle to deliver continuous content packages in non-campaign formats. This is how a new crop of hybrid agencies can be differentiated from only delivering pre-made commercials, to recruiting real media creation skill for the execution and management of clients’ owned media platforms.
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