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Mar 28, 2018 | 5 months old

What do people say about the agency of the future?

It seems to us that in light of the new changes, agency models need to transform; this is the reason why we launched the agency of the future project.


If you haven’t heard of our project yet, here’s a short summary to keep you up to date.

We think the agency of the future differs in 5 important characteristics.

It always stays ahead, constantly looking into the future to recognise the hottest trends to come, and much like a newsroom, not only detects these opportunities but helps implement them too, thus giving a major head start to its clients.

The agency of the future is also data-driven, helping its customers predict the return on marketing investments and much more.

Customer orientation not only happens at the level of words, as seeking and applying feedback regularly helps the agency team become a part of the client’s ecosystem. This also requires huge flexibility, ditching the 9 to 5 model for the sake of a smooth workflow between agency and client, with flexible working hours, home office opportunities and a collaborative interface.

And last but not least, the agency of the future chooses clients whose culture fits in with theirs. Sharing a common value system and vibe with the client is an essential part of a long-term relationship.

We published the full statement on a website, where anyone can read how we think about the future’s agency. Since today we got some pretty insightful comments, we’d like to share some of them.

“This is an interesting project, it triggers a lot of exciting thoughts”

“We are collecting multifunctional people around us because specialists in narrow spaces are unable to integrate at such a pace.”

So it seems like agencies have to work with “T-shaped” people in this dynamic area, because it’s challenging to integrate specialists.

An agency account director writes:

“On the agency side, you have to forget the classic customer relationship processes and open in the direction that the agency account is involved in projects as an expert in marketing communications.”

That means a more in-depth knowledge is needed on the account management level because the clients expect a consultancy role from the agency, so there is no time to always evolve specialist for the communication. We agree!

We got this comment from the client side:

“Knowledge sharing is one of my most useful and most upcoming things in opinions”

She also had thoughts about the proactive role of the agency:

“I have seen many agencies contract for a project and not for real purposes.”

The clients not only want a contractor, they want a partner, who understands the long-term goals, and can help achieve them.

How do the microsite’s visitors behave?

Of course, we continually monitor how the visitors use the microsite, and how they behave since we’ve started the project. The primary goal of the microsite is to create interactions because we are curious what the clients and the agency side colleagues think about our statement. Until now, we got feedbacks primarily through emails (we didn’t receive any Facebook comments yet).

If we consider the content consumption, we see that more than 75% of the users reach the bottom of the page. That means they at least scroll the whole page, and probably many of them read the content, which is a pretty good phenomenon.

The vast majority of our visitors are direct visitors, the second most significant traffic source is social media, and we have to mention referrals, that also give us evaluable traffic as well.

Overall we are happy because we have quite a lot of visitors, but from this point, we’d like to generate more feedbacks, because that is the most crucial part of the entire research project.


So we reached the essential point: What do you think? Share your thoughts!


by Norbert Boros

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

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