6 min Read
Clients will soon ask for marketing outcomes instead of viewership, clicks, etc. The future-ready ad agency will have to manage multimedia campaigns with clear focus on marketing outcomes. This will blur the lines between digital, creative, activation, media, outdoor campaigns. The current specialisation in performance marketing or creative strategy, media, outdoor or activation may work, but only upto a point.
So how should agencies prep?
Clearly, the better their their teams manage multimedia campaigns, the better agencies will be able to focus on & deliver their clients’ marketing outcomes. For this, a new ad agency playbook is recommended. And the ad agency workflow must be redesigned to help manage multimedia campaigns with minimum friction.
To begin with, bringing all the teams on the same page will certainly help multimedia campaigns smoothly. But just this may not be enough. To help agencies focus on their clients’ marketing outcomes, agency workflow may also need features like consolidated client billing (across media & activites), uploading of marketing outcomes with a central dashboard for tracking.
Since all this is likely to make the agency too marketing focussed (at least initially), we recommend auto tracking of agency business perforance parameters as a mandatory feature!
Just imagine every specialist team running in close sync with each other. As well as with your clients. With senior management getting a real time view of vital campaign & business parameters in real time.
While all the above is achievable by deploying multiple software tools, a dedicated workflow is certainly a better option. Along with MCP for GenAi facilitation & felxibility.
The above is based on our onging experience of building such systems for today’s agencies. And yes, happy to answer any queries.
Digital Agencies
Manage campaigns, track performance, integrate with digital platforms and automate client billing
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Creative & BTL Agencies
Manage your BTL jobs, coordinate with vendors, automate client invoicing, and analyze results.
Media Agencies
Estimate, monitor, bill campaigns, analyze data, and integrate with accounting.
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OOH/DOOH Agencies
Plan outdoor campaigns, monitor, target by location, and analyze data.
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