"Definition of insanity. That's what SapientNitro's European MD Nigel Vaz calls the idea of any company trying to stick to the status quo. There's simply no place for it in today's continuously shifting, connected landscape, in which consumers' media consumption habits are changing beyond recognition."
"Vaz believes the infinitely complex media landscape is putting the traditional approach of agency holding companies under pressure, while blurring the definitions and identities of agencies. "Is there such a thing anymore as an ad agency or digital agency, and if they continue to exist today how long will they continue to exist in this way? That's a paradigm shift - a disruption - a need for a new breed of agency built for a new time and that time is where we live today."
"Brands are evolving to cope with today's challenges faster than agencies themselves, according to Vaz. "Clients are becoming new breeds of clients faster than agencies are becoming new breeds of agencies because they are the ones feeling the pain; having their businesses fundamentally shifting. Look at Tesco - it picked Wieden + Kennedy - a tiny, 40-person independent American agency - to represent it. That shows it was looking for something fundamentally different and didn't conform to what it was used to.""
Technology is fundamentally reinventing how people connect with media and society, making disruption the default condition. Clinging to the status quo is no longer viable in a continuously shifting, connected landscape. The increasingly complex media environment pressures traditional agency holding company models and blurs agency definitions and identities. A paradigm shift demands a new breed of agency built for contemporary realities, while the agency world largely remains anchored in outdated models. Brands are adapting faster than agencies, creating new breeds of clients that seek fundamentally different partners and forcing agencies to evolve or lose relevance.
Read at The Drum
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