News & Events

Technology 'a challenge' for marketing agencies

Date posted:

23rd June 2008

Marketing agencies need to do more to integrate new technology into their business models, it has been claimed.

Technology is advancing faster than advertising agency business models, a Financial Times technology blog asserts.

Writing about the Cannes Lions advertising festival, blogger Tim Bradshaw notes how creatives are making use of "any screen", including mobile phone ones, "even if their companies' structures and business models haven't quite caught up".

Marketing methods can include widgets for social networking website Facebook, or open source software such as Linux, which is put online for improvement by anybody.

The blog quoted Ben Fennell, managing director of Bartle Bogle Hegarty, as acknowledging open source as a major discussion topic.

However, he admitted: "Nobody's figured out how to do it yet."

Richard Morris of DDB Europe said that once an idea lasted beyond the medium in which advertisers invested, "the business model on which we're paid slightly falls apart".

Meanwhile, Campaign India reported a speech by Isobar chief executive officer Nigel Morris at the festival.

While admitting that digital had disrupted many business models, he said that it was becoming part of consumers' lifestyles and noted that the demand for data would become crucial to the industry.

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.