THE FUTURE OF ADVERTISING
BEN MORGAN
DIGITAL DIRECTOR
ACCENTURE INTERACTIVE
NEW ZEALAND
Are traditional agencies still match fit, when considering agency-client partnership models, ownership of strategy and consultancies?
For the modern CMO, customer experience is at the core. Brands are seeking to connect the ‘big idea’ with the reality of experiences across digital and physical touch points. The result is less budget allocated to campaigns.
The changing needs of brands has demanded a new model that sees consultancy, creative and technology converging – bringing together brand strategy, design, communications, customer experience and product development at scale.
Accenture’s acquisition of creative agencies such as Karmarama and The Monkeys are driven by the need of this new, modern CMO, and it is proving a real differentiator.
The ability to forge customer experience end-to-end better reflects the modern adland, which the traditional agency cannot cater for.
PAUL HAMILTON
CLIENT SERVICE DIRECTOR
Y&R ENGAGE
What can agencies do to reduce staff churn?
While we concede the loss of good people to overseas travel is part of our industry we work hard at Y&R to keep our talent in-house.
