4 responses to “Are agencies really awake to THE SHIFT?”

  1. Steve Richards

    Mark – a thought provoking post.

    The concept of shift itself is interesting and being 2 years out of date indicative of the issue. Exponential change has happened before you realise it. While the digital impact on brands has happened, too many brand owners & agencies are still debating the change and struggling to manage it. Proliferation of roles in & out of clients and their agencies have dissipated the effect of getting great stories out in a meaningful way. Shift records what has happened, brands catch up and act in time and yet your entrepreneurs are working to predict what will happen and deal with the answers to their bothersome questions.

    Are techies the new creatives for brands? It’s not about Big Data – it’s about seeing the patterns within it and telling meaningful stories & reaching audiences/communities differently in order to create new experiences.
    The debate about when mobile commerce or social shopping will arrive…it’s already past row M in Russell’s water-fuelled stadium. Mobile is the only way for secure finance in Africa ond health/meds will follow. It’s already turning shopping experiences on its head – think about that old Argos 2D model where its catalogue was the “laminated book of dreams!” – now many stores are a 3D experience – where you can interact with goods on the shelves, have a human dialogue with knowledgeable sales people, smile and then go on the Smartphone and buy someplace else and have it delivered remotely while you pop off for a macchiato!

    Shift happens should read Shift has happened. Brands must bust the old model of simply targeting & reaching their audiences & start experimenting – in involving their communities with better and consistent experiences. Techie entrepreneurs talk about “always being in Beta” – how many of the biggest brands of the 20th Century and their Holding Company chums can say that?

  2. Steve Richards

    Mark – does that mean you see size as a barrier to such shifts? Process grows massively inefficient the more people that are affected by process – being in beta need to ensure those trying to change be allowed to fail…but should they succeed, the lessons aren’t learnt. BigCo lets certain smaller teams/brands feel loose or free unless their revenues becomes “important” or multinational – smaller agencies can thrive in bigger holding companies – until they become successful (or above the parapet – or worse the old school behemoths catch wind & demand an introduction to a client) Being in Beta encourages the change about to happen and not the one that has passed.