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Feb 22, 2018 | 6 months old

The 5 characteristics of the future’s agency

Thanks to the Fourth Industrial Revolution, the operation of companies has accelerated at a rate never seen before. It seems to us, that in light of these changes agency models need to transform as well.

It stays ahead

The clients of tomorrow’s agency


The agency of the future addresses today’s challenges, but at the same time always looks into the future. It works like a newsroom, meaning it detects relevant new opportunities quickly and helps to implement them. For example, it encourages colleagues to keep track of industry innovations and provide an organized framework. The information thus obtained is also shared within the agency, sometimes through demo projects. Finally, novelties, if they help the client’s business goals, can be put into practice as soon as possible.

The testing of new trends, tools, and solutions as well as the evolution of the agency, is a testing approach to which the agency provides interfaces, thus continuously improving the knowledge of its colleagues.


Confident in data


The agency of the future is confident in the use of data and in data-based decision support. For example, it helps your clients choose indicators that combine marketing with business performance. It does this by taking the digital maturity of the client into account. This supports decision preparation, as in it provides advice that ultimately leads to more effective advertisement spending. We could also say that it helps to transform traditional marketing from a cost generator into a revenue generator through data-driven counseling.

 Also, through data-based consulting, it enables its customers to predict the return on marketing investment. While a few decades ago it was enough to measure “vanity indicators”, this is not enough for development today. For example, in the past, many have paid to appear in the media, which today often translates as social media appearances. The concept is the same, however, the platform has changed. The agency of the future will show you the opportunities and relevant indicators in the data that actually prove how much a project is adding to your business goals. With this, it also helps to make marketing even more valuable in the eyes of the management, that is to say, not only as an executive but also as a business area.

At the same time, the data-driven approach can go far beyond marketing: the agency helps to achieve success through advising other branches of companies, such as HR and sales.


Customer-oriented, but not just at the level of words


The agency of the future regularly asks for feedback, for example, after each campaign, via email, chat, (even automated), through informal conversations, so in all possible communication points. The feedback is constantly monitored and used to improve oneself. With this, the agency of the future is building itself around the client and consumer (= human) and not around the various purchased channels, therefore becomes part of the client’s ecosystem.

 It gets to know the different areas, operations, suppliers and also the problems. The agency of the future is integrating its customers, not just one segment. It is precisely the point that companies and their divisions, departments (silos) work together as closely as possible and serve the client’s business objectives more efficiently. The agency of the future should, therefore, be as close to the organization as possible.


Flexible working hours are the new 9 to 5.


Working from 9 to 5 in the conventional world is dying out, the world of digitization never sleeps, so the agencies need to adapt. These transformations, in fact, eliminate the possibility of unified availability, which means that the agency needs to set up a workflow that can flexibly respond to this new expectation. That is, regardless of the time, it can smoothly serve the customers and help them solve any problems.

For example, the agency can adapt to not stick to the twentieth-century constraints, such as providing flexible working hours for its colleagues and allowing home office.

In addition, the agency of the future will provide a collaborative interface with social media features for its clients and staff, which, thanks to the push function, enables the agency and the client to know about interaction at any time of the day.

Its culture fits in with the client’s culture

The agency also chooses the client


Companies want to choose an agency whose culture fits their own values. The culture of the agency is determined by who the staff is and how they are treated. The agency has a very important role to play and even has the responsibility to consciously surround themselves with professionals who can join this culture and worldview not only on professional, but also on moral issues.

At the same time, the agency also chooses: in the long term, it is only possible to work successfully with a company whose culture fits in with its own, so it has a common value system and vibe.

by Norbert Boros

Norbert is one of the partners of The Cave. As a professional leader, he focuses on growth.

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