Disruption in advertising and marketing accelerated in the last decade to such a degree new companies formed around niche disciplines such as SEO, PPC and Social.

The media boys watched with sceptical eyes from the sidelines as their client budgets eroded. They were late to the game but have quickly caught up, predominantly through aggressive recruitment from the specialists and acquisition.

In those turbulent times some of the niche entrepreneurs got rich, but that was before the gloomy clouds of the economic climate closed in. Appetite for Marketing & Advertising activity decreased which has bought the established companies time. Time to watch, learn, recruit and catch up. The once niche operators find they have been commoditised just how much SEO/link building spam do you all get?

The time of the tech geeks is over. Well almost. The platforms are moving so fast we all still need a little help. The one constant has been great content. Great useful, authentic and engaging content has always won. The irony is that most of the niche operators are now playing catch up – they need strategic and creative thinkers to drive audience engagement. Who will be delivering the big idea.

Step back into the limelight – the creative agency. Experienced at understanding brand communications and what the consumer wants but more importantly geared with the right resource to come up with amazing creative concepts and the know-how to execute. These creative or advertising agencies aren’t just creating traditional film commercials; they’re using emerging technologies to execute campaigns successfully. Better still, it’s media neutral; the creative idea and campaign assets drive the media, not the other way around. 

These are the campaigns that are winning online, driven by the creative agencies that are listening to your audience and understanding how to engage your audience, then giving them what they need.

Google wants you to win too – rewarding those most engaging campaigns with amplification through search.

The balance of power has shifted again. The Creative Directors at your agency are holding the aces.