A Traditional Agency In 2015

This is possibly the most pressing issue of any traditional agency today. It’s something i’ve been through with companies I’ve worked for as well as companies I’ve owned.

Let’s start with a summary of typical changes, and generalisations that you can probably relate to.

Traditional Agencies in particular are fearful of change; they know they need a digital offering but tend to skirt around the subject. They usually start by outsourcing – then as they realise more and more work needs to be outsourced they hire in dedicated people. Larger agencies then buy up digital companies and bring them on-site. To pay its way the digital team has its own specific clients – as those clients demand more and more, there is less time allocated to work from the traditional parts of the agency. Resource is at a premium, so the decision gets made to fully integrate the entire agency with digital capability. That’s when things go wrong, the agency bogs down, and work grinds to a halt.

Okay, take a step back – I’ll explain why.
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