We’re Taking Agencies With Us: Twitter

We’re Taking Agencies With Us: Twitter
SHARE
THIS



As brands moves to a more dynamic marketing model, where customers are won and lost in mere seconds, one of the purveyors of weaponry to win that war, Twitter, has said it’s taking agencies with it every step of the way.

Jean-Philippe Maheu who leads the global agency partnership and brand strategy teams at Twitter was in Australia last week and he told B&T that every time he visited an agency in the past year-and-a-half he felt that there was something new about Twitter to show them.

JP Maheu

“Our relationship’s nice, it’s fascinating because we are still in a period where there’s a hunger for learning more what’s happening in Twitter. Twitter has been innovating a lot over the past year-and-a-half. There are a lot of new products for brands and agencies, but also a lot of changes in the products. We added video. We launched Vine a year ago. We launched Periscope two weeks ago.

“Every time I meet an agency . . . even when I meet regularly with the agencies, there’s always one or two things that we just launched that is important,” he said.

Maheu was the CEO of Razorfish during, what he calls Web 1.0, where he “spent seven years during the best time and the worst time of the industry”. Because of this, he says he has always had a deep affinity for the plight of agencies.

“As an agency, you have to deal with us, Facebook and Google, there’s a lot that comes to you,” he said. Educating agencies and making them comfortable with new products is the number one thing in his role. Of Australian agencies he said: “What I found so far, after a couple of days, there’s a hunger for doing more, for learning more.”

He also spoke of the global trend towards Agile marketing, or more real-time marketing. “There’s different names, but they’re all focusing on the same thing which is how can a brand and its resultant agency be faster, move at the quickest speed.”

The problem for large agency groups with this new trend is the separation of media and creative functions. While once splitting the functions into specialist agencies was an advantage, today it’s not so clear. Maheu said independent agencies would almost certainly merge the functions of media buying and creative in the future.

“I think it’s a long-term trend for small agencies. I don’t think the big agencies are going to necessarily come back together,” he said.

However, while groups like WPP, Omnicom and Publicis would maintain their separate media and creative arms, there was a driving imperative for them to work more closely together, said Maheu.

“I think creative and media is now coming closer together compared to five or seven years ago. Whether the holding companies will change the structure, that’s not my position to decide that. I do believe that clients are interested by more collaboration, and I think the agencies realise that and that’s why sometimes they create the one-team approach,” he said.

The one team approach is where an agency group will bring the media team, the creative agency team, and sometimes the social team together under one roof, both economically but also sometimes physically to actually create more of the proximity now required by clients, said Maheu.

While Agile marketing was bringing about changes in the way different agency departments worked together, Maheu said he also saw some media agencies developing content expertise. He also said both creative agencies and media agencies were now focusing not just on original content but also curated content.

“This idea of developing lightweight content or content at scale, where you can develop a lot of small pieces of content that are perfect for the mobile, requires the creative agencies to play ball,” he said.

“The role of creative agencies in the future, in my mind, is no longer going to be around originating content, but also its curating and it’s working with local creators, to create content faster. The creative agency will still have the role of being the brand’s steward and the orchestrator of what content is right, but not just about originating content.”

Overall, however, Maheu said he thought the role of agencies remained safe for the foreseeable future. “I still believe agencies have such an important role to play that I don’t see them being replaced any time soon. They will have to continue to evolve like they have been doing, but so long as they continue to focus on education there future will be bright.”

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]