The decline and demise of large multi-office advertising agencies could be beneficial to smaller marketing firms. If you offer a distinctive service that engages viewers, you may find new clients knocking at your door. Larger ad agencies are unable to quickly master and provide all the services needed in this time of flux, such as rich media that changes with the interests of the viewers, search engine optimization for different media outlets, on-demand content and video, focus groups for niche markets, true global integration . . .
At the Association of National Advertisers (ANA) conference in Phoenix, large marketers all admit the industry is in the grip of profound changes.
Nancy Smith, VP global media and sponsorship marketing for American Express. pointed out that she had never seen a group of high level marketing executives actively seeking 'instruction and education' in marketing and media.
John Partilla, president for global marketing at Time Warner, singled out the ongoing impact of digital technologies and video on demand as impacting the entire media industry.
What is emerging is a client-managed model where the marketer goes out and engages the services of smaller companies offering specific marketing and communications services, according toRobert Greenberg, CEO and chief creative officer of interactive agency R/GA.
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