The agency world, like the rest of life, spent 2022 in a state of heavy flux. From trying to pin down the most effective hybrid working arrangements to navigating a consumer landscape that went from free-spending to penny-pitching in just months, agencies have had to experiment and adapt to maintain a positive equilibrium.
Yet as we forge into the unknowns of 2023, there are several broader trends playing out regardless of what the world has in store. Here are four to watch in the new year:
Agencies tap “creator creatives” to meet new content challenges
From TikTok to podcasts to influencers, the number of channels for which marketers must create continues to grow. Unlike the days when you could simply cut down a TV spot and call it a day, each of these platforms requires fit-for-the-medium executions as well fluency in the particular cultural norms of their space.
It’s a heavy lift and one that will have agencies taking a broader approach in staffing their creative teams, looking beyond traditional creatives to find what might be called “creator creatives.” These are people who have experience building compelling narratives on their own across platforms such as TikTok and can bring this ability to translate marketers’ brand stories into meaningful content. They might be influencers, musicians, comedians or actors.