The Ad Agency Model Isn’t Broken Yet

In an age where businesses are forgoing outside agencies in favor of owned media content and media companies from Buzzfeed to Vice Media are exporting content creation to an ever-increasing network of freelancers, how do traditional brick-and-mortar marketing agencies hold up?

From large full-service agencies to smaller, more specific companies—digital, creative, media, social, the list goes on—the agency archetype has provided the structure of advertising since its inception. Yet as increased Internet connectivity and the rise of social media have made working from home easier than ever, what benefits does keeping everything in-house provide?

The traditional agency model relied heavily on a large team of specialists to get things done. With smaller budgets and an ever-changing social media landscape, however, marketing agencies now have to compile teams of well-rounded workers who are capable of adapting quickly to unforeseen situations.

Millennials, it turns out, are great at this; having grown up multitasking, millennials are adept at reaching across department lines to come up with novel solutions on the fly. And in an increasingly digital landscape, those 20-somethings are far more tech-savvy than their baby boomer bosses.

Successful modern marketing companies are now straddling the line between a standard production model and more nebulous social campaigns; while social media requires an immediate response, having a solid production model gives a certain degree of planning and stability to an otherwise freeform medium.

While freelancers can be a great resource when an in-house specialist is not available, relying too much on freelance content can be potentially harmful to your brand. Freelancers are removed from the company, and may not be as in-tune with the company vision as an in-house employee. 

Furthermore, while freelancers are great for short-term development, they will not contribute much, if anything, to the agency’s long-term goals. A strong marketing agency needs a solid balance of on-brand, in-house content producers and nuanced freelance contributors.

Compared to publishers, agencies have the advantage of intellectual flexibility—agencies can push creative boundaries without having to change their business model. And unlike individual freelancers, agencies have all the tools at their disposal to manufacture great content—right away.

 For traditional advertising agencies, making the transition to content marketing will not necessarily be easy. But there’s no need to throw in the towel just yet. With a stellar team of creatives, a multi-disciplinary, concentrated client-centered vision and a good amount of flexibility when it comes to new technology, marketing agencies can stay afloat in a sea of earned and owned media.  

Natalie Benoy writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter