HCF CMO: Agencies Are Light Years Away From Understanding MarTech

HCF CMO: Agencies Are Light Years Away From Understanding MarTech
SHARE
THIS



HCF CMO Jenny Williams has delivered a damning assessment of agency land in Australia labelling creative, digital and media shops as all unable to meet her needs as a modern MarTech-wielding marketer.

Speaking with B&T in Las Vegas at Adobe’s Marketing Cloud Summit, Williams said that the world had moved on from the traditional services offered by agency land and that there was little choice for corporations but to bring much of their marketing activity in-house to fully embrace the power on offer from MarTech providers such as Adobe.

Williams also said that she had been inspired by Royal Bank of Scotland’s head of analytics Giles Richardson’s keynote address at the Summit to reconsider the traditional creative partnership of art director/copy writer. She said that she was going to try a threesome instead.

RBS’s Richardson had told the 10,000 strong audience at Summit how he had developed Superstar DJs to optimise the customer experience journey, which were really an analytics person and a content producer.

Williams, however, could see that to meet her marketing needs, she would require three people to work in partnership. The reason came down to the world being governed by rules. Rules set by machines driving algorithms made by MarTech.

“The Adobe Marketing Cloud enables us to create rules-based content delivery effectively. Whether that content goes out through [Adobe] Campaign or whether it’s going out through [Adobe Experience Manager] or whether it’s going out through [Adobe Mobile], it’s all about the customisation of that data through rules.

“What you actually program into the rules, that’s the differentiator between me and MediBank in the future. How well I write my rules and how much content I have that delivers real insight-driven personalisation under that content.

“To write those rules you need analytics guy, because analytics guy can find the gaps and tell you what to optimise and gradually the tools will get better at alerting you to those gaps and prioritising those and using data science to analyse those to determine whether it works or not, so analytics guy is critical.

“Then you’ve got producer guy, who knows how to use the tools to program the rules to make it happen. Producer person is a combination of a programmer and a marketer.

“And then you need content guy. Content guy is creative. They are images, words, video, sourcing stuff.”

Perhaps even more illuminating for any budding creative, Williams believes the creative person needs to be a combination of both art director and copywriter. “Otherwise you’re going to end up with too many people,” she added.

“My instincts are that the average advertising agency is light years away from being able to understand what this is. And your average digital agency is still building sites and implementing gizmos and gadgets and so forth.

“It’s going to come down to the clients to put those pieces of talent together in their organisation. Maybe that’s just because I’m client side now that I see that, but having come from agency side I think that space in the middle just requires things to be done in-house.”

Williams also had an opinion of media agencies, which she said she found to be still quite siloed.

“They tend to get really specialised. You’ll have the guy that’s doing search optimisation, then you’ll have the guy who’s doing display optimisation, the guy who’s doing the video optimisation and the guy who’s doing TV buys. You do have a little bit of integration at the top, but what they’re not necessarily doing is the creative test, learn optimise piece.”

She also said that in the Australian market there is a dearth of MarTech talent. “They’re like unicorns; it’s too hard to find them.”

Williams said that she was going to follow RBS’ Richardson in not hiring digital analytics people, rather just hiring analytics guys and then teaching them marketing.

“If they’ve got the right maths skillset, we teach them Adobe, we teach them what they need to do and that’s all they do. They don’t care about the pictures and so forth, it’s just all numbers for them.”

Overall, despite her negative assessment of agencies, Williams said she was excited about where marketing was going and what MarTech was now making possible.

“All of the barriers to achieving attribution, responsiveness, effectiveness etc are gradually starting to fall, which just means you can get to the point where you’re doing it smarter. The challenge is as you get the ability to do all that, your competitors get it too …

“At an industry level it’s always interesting to observe how these things change and wanting to be at the front riding the wave. I think it’s exciting that a lot of those technologies and things that we can play with without having to make big investments and create big infrastructures and that sort of stuff changes the dynamic.

“I think though, there’s a piece that sits underneath all of that, which goes back to the heart of what we do, which is that the actual creative idea, we now have to think a lot harder about. The creative idea has to be your differentiator.”

Williams said that the old advertising model was we’ll have one big idea, but MarTech now needed much, much more.

“We’ll have strategy develop the insight, the creative department develops this one big idea, and we pump it out across all of the channels. Well that doesn’t work because in digital there are so many more channels and that holds true today.

“The big idea does still needs to be there, but it has to be a much bigger, much more core idea; something that will resonate with everyone. Touch some basic core human truth. But then how you then replicate that across every channel, the number of times you have to find the nuances of that and the amount of work involved in creative optimisation is enormous.

“I think the challenge for advertisers and agencies in that world is how they do that multiplication? What does this idea mean to segment X when they’re at this stage of the buying cycle and if they respond to it in this way how do we then respond back?

“So it’s almost like artificial intelligence ideas applied to marketing, which creates an exponential growth in the content creation space.”

And that, is where the traditional agency model falls into trouble. MarTech is making life difficult.

Please login with linkedin to comment

Latest News

Orange Line Bolsters Team With Two Senior Hires
  • Marketing

Orange Line Bolsters Team With Two Senior Hires

Digital marketing agency Orange Line has made two senior appointments following a series of new business wins and existing client growth. The independent Sydney agency has hired former Essence planning lead, Aishling Farrell (right in photo), as general manager of client service and strategy along with former senior ReachLocal executive, Stephanie Ford (left) as operations […]

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Carat Snares Media For Event Hospitality And Entertainment
  • Media

Carat Snares Media For Event Hospitality And Entertainment

Carat has won the media strategy, planning and buying responsibilities for Event Hospitality and Entertainment, the group behind popular hotel, entertainment and leisure experiences including QT Hotels, Rydges Hotels & Resorts, Event Cinemas, Moonlight Cinemas and Thredbo.

Top Tips To Build Millennial Brand Advocates
  • Opinion

Top Tips To Build Millennial Brand Advocates

In this guest post, Zach Hotchkiss (pictured below), country manager at CX management agency Medallia, offers his tips to snare, keep and then turn Gen Ys into your brand’s advocates…  It seems not a day goes by without an article about the brands and industries Millennials are killing off. From retail to transport to banks, the sectors that these […]

Opinion

by B&T Magazine

B&T Magazine
Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine