Independent agencies are having a moment in the competitive advertising agency landscape, but it’s not all rosy. On this episode of Making Marketing, Neil Heymann, Droga5’s new chief creative officer, discussed how tough it is to be an indie creative agency these days, with client demands that keep changing in a market where it feels like nobody cares about creativity anymore. Edited highlights below.
New days, new options.
“When the media landscape was simpler, there was a binary way of approaching things. It’s more complex these days. Maybe TV is a thing, maybe not. Maybe a GIF in the right channel is all you need. We’re always going to be pushing for those big, ambitious ideas and it’s still about creating brand messaging that stands for something but the way we get it in front of people is way more nuanced now. Everyone has to be working in the service of creative.”
Cost of entry goes higher.
“People live complex lives these days. To provide them with an image of a product and expect them to gravitate towards it is a long shot. Whatever landscape we’re entering into, it’s never been more saturated with messages. Whatever pieces of communication are being put out need to harness the emotions, and that’s the cost of entry these days.”
Data can’t stand alone.
“Advertising has always been about persuasion. We just have a lot more levers to pull now. It’s our responsibility and challenge as an agency to keep up with the way that the world is moving and the way media is changing. Everything is data-driven and can be tracked. But data alone is not enough. The future of all of this is how everything is married together in inventive ways. Data becomes a very simplified conversation. What we remind ourselves is data does represent people, humanity, emotions and choices that people make. Our work needs to reflect that.”
Everyone is competition.
“As technology progresses and people become more creative themselves, it feels like competition is everywhere. We need to keep our standards up. It’s about how we take things that have always been a part of this company and continue to [do great advertising]. Some of it’s structural in terms of who we bring into the creative process, how we build teams, who we work with, the clients we work on.”
In the platforms’ arms race for creators, YouTube Shorts splashes the cash
The platform has lowered the eligibility threshold to earn from its Partner Program, meaning more creators can take advantage of its Shorts rev share deal
Brands extend inclusive marketing efforts beyond Black History Month
As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond.
Snapchat’s pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it
While it may be too soon to count out Snapchat's ads business entirely, rewiring it into something more appealing to advertisers won't be easy — especially when so many marketers aren't advertising much there in the first place.
SponsoredHow Jounce Media and Teads are framing SPO’s role in driving business outcomes for brands
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
Why acquisitions could be the inevitable future for embattled in-game ad companies
As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.