There’s a changing model today for agencies tasked with bringing creative ideas to market for brand customers, and it’s not the size of the agency that matters most.
Agencies that are winning have a new, technology-first mindset that they’ve fully integrated across their organizations. They’ve created new teams with web developers and creatives side by side, and in some cases, they’ve reimagined their entire model based on the idea that technology—not a new campaign or higher media spend—is the way of the future and their pathway to success.
The reasons for this shift are both generational expectations and the fact that technology is now available to brands of all sizes. Younger generations expect more from digital experiences. Only by using new technologies like predictive personalization, voice or AI, for example, can marketers reach younger consumers, many of whom have never known a world without the internet. In order to integrate new technologies into their creative ideas, marketing teams need tech-savvy agency counterparts to help them.
There’s also an urgency for agencies to unlock the equation of technology and creative, because their clients big and small are demanding it. Brands today are winning and losing based on their ability to capitalize on technology. Nimble creative shops are setting the bar higher for everyone else because they've made the leap from digital agency to technology agency and are winning new business.
The good news is, there’s still time to adjust. Here are three things you can start doing right now to better integrate technology into your creative shop.
1. Rethink teams
This doesn’t have to be a wholesale change or even a formal reorganization, but putting the right people in place so they can start ideating together is a necessary first step. What would it look like if you started building teams with a technology-first mindset? Who would you include? Creative technologists, a data analyst, a media specialist, a digital producer? From there you can layer on copywriters, designers and others whose skillsets help create the needed blend of technology and creative.