As the pandemic continues on its trajectory, agencies need to focus outwards and
seize the opportunity to do things differently.
Of course, I am officially an old fart now – so feel free to ignore this advice. This is my fourth recession. And there is a pattern. So, perhaps you will give me a hearing.
Some things have radically changed this time round. Covid-19 has produced different winners and losers. The dynamic of digital media drives the restructuring of agencies and the trend towards in-house agencies. This year, just before lockdown, I was working with Amazon – their marketing department is really an integrated media and creative agency as well. They buy in services from small creative shops and consultants like me. It’s natural to follow the lead of successful companies – so no doubt this trend will continue.