#business development, bright future for agencies, just not as we know them today

 #marketing rod geoghegan metropolis partners growth marketing business development

Bright future for agencies, just not as we know them today

I’m always interesting in (and share relevant) articles on the nature and make-up of the agency of the future. Cited in this article is what marketers seek from agencies and in summary:

  • Create brand value
  • Build relationships and protecting against disintermediation [read slimming down the vertical]
  • Institute and run marketing campaigns across fragmented channels and devices
  • Deliver accountable and efficient marketing
  • Pilot NPD

Asked is “… what does the agency of the future look like? … to meet the long-term needs of marketers … through the harnessing of technology and data [and] … will be smaller and leaner … be open and partner with media, technologies and customers [to] predict outcomes and valuations above buying”

I too believe that the agency of the future will, and I again quote “consult and orchestrate … [and] … be different”. However, I do see a future for agencies per se, albeit having further developed both their own disciplines and financial models –  and will, not shouldn’t  “be called an agency”

This is the article by Rob Fenton Managing Director, UK at fifty-five is well worth reading.


Rod Geoghegan works with Marketing Services Agencies, Tech Start-ups and Professional Services Firms to plan and deliver growth.

He is Founding Partner at Metropolis Partners

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