Why We Need To Change Agency Models

Audiences in the 21stCentury are now more fragmented thanks to the rise of new media and Over The Top (OTT) media platforms. This change in consumer behaviour has posed a great challenge to brands and marketers in regard to how they are going to communicate to various demographics especially millenials and Generation Z who are the bulk of consumers.

Agencies have had to realign their structures and work practices to meet client needs as the demand for more creative and memorable campaigns heats up.Such is the desire for viral campaigns that brands are now forming internal agencies to execute briefs. This practice saves both time and money for brands for organisations who don't have to rely on outsiders who may take an extended period to understand a new product or not get it at all.

The move to shift marketing in house threatens the current agency model that relies on different brands to stay in business. Agencies, especially in public relations, have opted to concentrate in specific fields in order to meet satisfy clients.

Some of the most common specialised agencies are in the fields of finance, sports, lifestyle, politics and tourism. These agencies offer a hands on and expert driven strategies that aim to meet client expectations. Brands that engage specialist agencies don't have to worry about agency executives splitting resources and time to manage other clients that may be on their roster. They can also count on the expertise that is brought to bear to make sure that their messages are reaching their intended audiences.