Advertising. PR. Digital. Who wins in the Accelerated Age?
March 2, 2015 at 3:13pm by David Akermanis
The ongoing quest for meaningful reach in this era of fragmentation and declining attention has brands thinking twice about where they’re investing their resources. The result of this new reality is that agencies of every stripe are now competing for pieces of the same pie, and they’ve all got an argument for why they are best suited to guide your brand through the Accelerated Age:
A public relations firm could tell you about their heritage in storytelling, and how that gives them a unique understanding of content creation in this new era.
A digital shop might cite the depth of their expertise in a field like user experience design and how this helps them develop beautiful, functional experiences.
A creative shop could point to their insightful approach to strategic planning, or seasoned creative team, and how that makes them ideally suited to distinguish your brand from its competitors.
At the end of the day though, regardless of how they define themselves, agencies come in all shapes and sizes - each with their own unique sets of strengths and weaknesses. More often than not, they also have overlapping sets of skills, which make it difficult to evaluate whether you should be awarding your social AOR mandate to a PR firm, or an advertising agency.
So, who wins in the Accelerated Age?
Well, the answer is: it depends.
Success in the Accelerated Age is dependant upon an unwavering respect for consumer motivations and behaviour, as well as the ability to express ideas that are inherently attention-worthy. In other words, those who bring the most thoughtfulness and creativity to the table are likely to have the best idea.
Like the agencies that create them, good ideas come in all shapes and sizes.
May the best idea win.