Consultancies are closing in, media agencies are becoming full-service, clients are insourcing more work and issues of transparency continue to rear up throughout the industry, but creative agencies are too busy attacking each other to compete against outside forces.
This is the bold view Ogilvy CEO David Fox shared with AdNews earlier this year, where he also took aim at industry bodies like The Communications Council, calling them “disorganised”.
“It’s time we start having a debate if we are good enough as an industry to ward off the threat that’s coming towards us and if we are good enough as a unified group,” Fox said.
In the latest episode of the AdNews Podcast, recorded at Nova and hosted by AdNews journalist Lindsay Bennett, we opened up the floor to let Fox and Comms Council CEO Tony Hale address issues in the industry, alongside Ogilvy chief strategy officer Toby Harrison.
“The world has changed. It’s not going back. When I walk into a media agency they’ll tell you they are full-service. Technology agencies like DT have a creative department. The world in terms of what we know in advertising has radically changed,” Fox said.
“Do the industry bodies reflect what I want my agency to be, which is a modern, fully-integrated communications business?” he questioned.
In response, Hale agreed the Comms Council could do better, but added there are more elements at play that need to be considered.
Listen to the AdNews podcast, on iTunes to hear the punchy debate. The conversation also touched on the impact of consultancies, Ogilvy's evolution and the need for creative and media agencies to come back together.
The AdNews podcast is supported by The Trade Desk
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