Gone are the days when the different departments of an advertising agency worked separately in different parts of the process of creating a campaign. New technologies have blurred departmental limits and professional profiles. It is no longer enough to be a creative agency to use.
The president of Havas Group Media, Alfonso Rodés, appreciates how technological advances force the industry to orchestrate new disciplines, channels and techniques to satisfy the customer.
A screen with different instruments
New technologies revolutionize the advertising and marketing industry every six months. Nowadays, if an agency does not talk about blockchain or Amazon in its e-commerce strategies, it will probably lose customers. Now it is no longer enough to simply be a creative agency.
Currently, the communication and marketing sector is a philharmonic orchestra, and not a chamber orchestra. There are many more instruments that add to our reality and we have to know how to use them and combine them. If we do not know how to orchestrate all these sounds, that is, the disciplines, the channels, then the client will not be satisfied.
If as an industry we do not understand that in order to be an important actor it is necessary that all specialists collaborate and interrelate, we will not succeed. This way of working is already present in a part of the sector and in many startups that function as a disc jockey controlling the different instruments from a screen. If we understand this reality and go beyond the traditional limits of creative agency, we will move forward.
is president of Havas Group Media