Creating The “Future-Fit” Marketing Partner
In this opinion piece, JOY Agency general manager Amelia Thackway (pictured) explores how agencies need to adapt to help their clients crack the code to growth; a post-pandemic priority.
The tide has turned for companies who successfully weathered the COVID crisis, with global trade already recovered and even exceeding pre-pandemic levels. With many industries, particularly tourism, travel and hospitality, enjoying a resurgence – today’s goal is growth, not survival.
For a marketing and advertising sector that has had to navigate massive disruption even before the pandemic, big opportunities abound. But to take advantage, as McKinsey observes, every sector, industry, and function will have to reinvent itself to achieve maximum growth and sustainability. Agencies need to change if they are to crack the code to growth for themselves, and their clients.
The value of talent
Talent is in huge demand and is in huge deficit globally, across all industries. Of course, this extends onto advertising where we see this skills shortage across both creative and media – which means that agencies have to be much more open in thinking about what a great team looks like, consider the existing skills of talent and think strategically about how to build a team for the future in this to post-lockdown world.
It is imperative to look beyond traditional skillsets and career trajectories and embrace cross-discipline candidates and those from different backgrounds who bring fresh, dynamic thinking and approaches.
These different perspectives and expertise can really impact success for clients. An agency has to become more agile than ever in connecting our talent’s passion points with client brands. Whether it’s a former ballerina bringing her creativity to social content creation for the Sydney Dance Company, or an Account Director with a passion for beauty leading the McPhersons’ consumer beauty account – we have seen the impact of how alignment leads directly to better business outcomes, with depth of knowledge and passion driving real results.
Equally, we know that a skill that clients value highly in their agency team is the ability to think holistically about their business and challenges. Whether you’re a media or creative specialist, being able to bring connected thinking to everyday operations is what drives exponential success. It can be as simple as a Social Media Coordinator who ensures that every digital banner created is considerate of the customer experience, or a Media Strategist working to create a tightly connected solution designed to drive real customer connection and business impact.
When bringing new staff on board, we know we are looking for those who can think across disciplines – a combination of experience, curiosity, and a desire for ongoing learning.
The power of integration
In talking about what the future holds for agencies, we cannot deny the proverbial elephant in the room of Australia’s climbing cost of living. The whole nation is feeling the pinch with the effects of inflation trickling up towards business functions as well. It is likely that budget belts will be tightened come the new financial year, which will impact agencies significantly.
The future agency needs to demonstrate the value it brings, by making the whole advertising process as seamless as possible. This will means breaking down the traditional siloes in how agencies have traditionally worked. For example, the outsourcing of production – something that has long caused issue for many clients. At JOY we have increasingly begun assembling our own producing teams to deliver our ads. This is one area that an integrated agency can bring huge value to – the synergy with the production team means that the creative visions are accurately translated into the creative execution.
Regenerating brilliant cultures
A perennial challenge for the advertising industry is how much culture drives creativity. Physical presence makes a big difference: people spark off one another and generate ideas. But, with hybrid working here to stay, the agency of the future needs to navigate how to connect people across multiple virtual and physical spaces.
In the new environment, flexible working, remote working, hybrid working – these are box-ticks, not revolutionary measures. The real secret sauce will be fostering connection and putting people at ease – whether that means respecting that they have new routines and new responsibilities that no longer fit with a 9-5 commute or offering stronger mental health support.
Most importantly, agencies need to lean into the positive ways they can embrace and amplify the issues that count: diversity, reconciliation with Australia’s traditional owners, sustainability and environment responsibility. This needs to be action, not words. At Joy, we’ve signed the Reconciliation Charter, and received LGBTQI+ inclusive business certification issued by A Modern Gay’s Guide. We also run a “Small and Sustainable” initiative designed to make a positive difference in our local footprint. These are small steps towards building a positive culture for change – and every step counts.
Overall, adland’s emergence into a post-COVID world should not be a story of riding the advertising boom until it becomes a bust again. Instead, the agencies that will thrive through the hurdles that lay ahead as Australia moves through inflation, gradually rising
Interest rates and upcoming federal election – will be those that embrace change. This means constantly listening and adjusting to client needs and goals, staying future fit, being excited for the next big challenge.
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.