May, 2016

Welcome to the latest Agency Wire, where we follow major trends in the communications and marketing industry.
Is Your Agency Ready for the “Game of Thrones” Future?

To tie in with their annual Agency Report Card, AdAge this month launched a very thoughtful piece on the Agency of the Future. You can read the whole piece here. The authors likened it to “Game of Thrones” – with huge pressures coming from Consultants from above, linked with the ongoing pressure from the ANA on agency transparency along with procurement professionals and major clients. P&G’s CFO recently stated his goal is to save $500m in agency fees over coming years.

To win in the future, we believe agencies are going to need to migrate to new models.

  • From transactional to strategists – providing upstream value – as BBH has done with Zag.
  • From reactive to pro-active – as RGA has been with their Accelerator program.
  • From advertising to content – as Anomaly have done with their Unreasonable work.
  • From doers to integrators – as Ignited have done with El Camp.
Ogilvy & MediaCom Top Latest New Business League Tables

On this month's creative table, Ogilvy jumps up from second place to take the top spot after several regional wins, including Nationwide US, Persil UK and Bean Suntory Brands US, among others. Mullen Lowe and VML both jump up one spot to round out the top three. 

The media table's ranking saw no change from last month's edition, with Mediacom in first place after their global Sony win. GroupM stays in second place off the back of their Target US and Westpec Australia wins, and OMD holds onto third place.

To see all the global, regional and local tables, click here.

Agency of the Year: 2026

In her most recent article for Campaign Asia, our Principal & Co-Founder, Shufen Goh, identified the top four qualities that the Agency of the Year will possess in 2026, just ten years out from today. Some of the qualities that define the successful agencies of the future look quite similar to those that define successful agencies today:

  1. Creativity - The agency of the future will need to grab and hold consumers' attention through great storytelling skills.
  2. Data - In the future, agencies will read client data like DNA and use it to help companies grow, develop and succeed.
  3. Technology - Agencies will need the ability to use tech to extract more from the client’s media spend and add value.
  4. People - In 10 years, people will still need to work with people, the best people will always be attracted to work for industry leaders. 

Read the whole story here.

R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.
Through our regular "AgencyScope" research, now covering more than 1,000 marketers in China, India and other markets, we are learning about true client preferences for the best local agencies in each market and helping agency holding groups form strategic partnerships with the best local agencies.
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