The agency of 2015

My latest assignment for my Masters is about the future. Trying to figure out what the future could hold for a digital agency using a technique called scenario analysis – generating different possible scenarios and then coming to a debated agreement about which one (or which elements) are deemed most likely.

It’s proving a difficult one to pull together. Futurologists (if thats what you’d call them) in other fields tend to have some set paramaters they can use to work out roughly where things are headed. I have 15 years of data but with such massively shifting variables that affect an agency it makes it almost impossible to work out the rate of change, or types of change that can be easily expected. Think about it. Consumer behaviour, brand adoption, technology, government initiatives, viral spread, convergence of channels… The list is endless.

To carry it out I’ve spoken to a range of individuals from media, creative and production houses – tapping into their personal views as to what they thing could happen. Unsurprisingly some common themes kept cropping up…

  • Social media:  The rise and rise of facebook have made it impossible to ignore the importance of brands and clients mastering this area and staying on top of trends to create connections.
  • Data:  This topic was a double edged sword. It seems inevitable that the way we can deal with data professionally is going to continue to expand across the next 5 years but actually, when you dive into it, data is a problem already. We dont have a standard measurement tool that clients can easily understand. A client knows what a TVR is, and, in some respects, thats what they can compare like for like, cross campaign and agency. What do you get in digital – around 50 different possibilities and a danger of drowning in it all!
  • Mobile: A fall in prices of smart handsets as well as the gradual shifting of tarriffs starts to create more possibilities for many uses i.e. Web, Music and phone.
  • Industry maturity: The last 15 years has seen an immaturity and lack of experience in relation to channels such as TV and print. WIth the industry growing up we’ll see more digital experts moving into more senior client roles whilst a fresh graduate workforce of digital natives is soon going to be driven into the workplace.

Along with the above there are a huge amount of others all that will enable me to rank the most important parameters and enable me to create 3 distinct scenarios – all aimed at generating discussion and opinion amongst peers to try to come to anrealistic point of view as to what the future could hold. Deadline for end of today on these so will post up once I’ve formulated!


Posted on November 14, 2009, in Masters research, Think Digital and tagged , , , , , . Bookmark the permalink. 5 Comments.

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  1. Pingback: The digital agency of 2015: Scenario 1, The birth of integration « Amy Hoare: Web, Marketing and Life.

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