2Bobs—with David C. Baker and Blair Enns Is "Agency" Still the Right Word?
Feb 10, 2021
The hosts dive into the true meaning of 'agency' and whether it still fits within the creative services landscape. They examine the evolution of agency roles in advertising, influenced by digital changes and shifting authority. The conversation challenges traditional business models, advocating for innovative strategies in positioning and pricing. Additionally, they explore how firms can adapt to a fragmented marketplace and provide real-world examples of successful transformations, urging a deeper understanding of value in client relationships.
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Evolution of 'Agency' Defined
- The term "agency" historically meant representing a client to sell ad space, evolving from commissions on media.
- Today's agencies often operate with fees and diverse services, making the traditional meaning outdated.
Agencies’ Changing Role
- Agencies used to be agents of the client, although initially of media sellers; loyalty shifted over time.
- Today, disintermediation and fee models make the agent role ambiguous, questioning if "agency" still fits.
Three Client Goal Buckets
- Design firms help clients in three key areas: marketing (selling), communications (non-buyers), and product design.
- Understanding which bucket you serve clarifies positioning beyond simply "design" or "agency."