Why agencies must sell outcomes, not creative services
The Problem
In today's digital landscape, brands are unknowingly burning vast amounts of money on acquiring the wrong customers. When brands invest in customer acquisition through adtech platforms, they're actually targeting four distinct audience segments, only one of which represents true new customer acquisition.
True New Users
Category newcomers
Cu... See more
In today's digital landscape, brands are unknowingly burning vast amounts of money on acquiring the wrong customers. When brands invest in customer acquisition through adtech platforms, they're actually targeting four distinct audience segments, only one of which represents true new customer acquisition.
True New Users
Category newcomers
Cu... See more
The three primary catalysts of transformation—change velocity, selective consumption, and success factors—will drive the need for a new breed of agencies, functioning within a more open and collaborative ecosystem. If you are a rising star in a traditional firm, you too have a choice. Life and business are about the pursuit of purpose. Push for cha
... See morePaul Roetzer • The Marketing Agency Blueprint
Five areas where Sorrell sees AI impacting advertising and media
- Visualisation and copy writing. What took three weeks can take two hours. More use of text to visuals. This is a double-edged sword for agencies selling their services on time.
- Hyper personalisation. Netflix has already taught us how to use data to create content at scale. AI can hel
‘Turkeys don’t vote for Christmas’: Martin Sorrell on the fate of agencies in an AI age | Advertising | Campaign Asia
Use less costly digital channels to tell you what creative approaches are working and what aren’t and then use this feedback to inform your traditional media buying.