Agencies need data

Your Agency 3.0 feature (MW last week), highlights some important issues in the changing agency model, such as result-based payment, the role of planners and creative output.

However, with technology constantly evolving, consumers expect a brand’s social engagement to be ubiquitous. Therefore, what the industry really needs are agencies that can interpret data intelligently to allow for a deep understanding of consumers.

This will help brands to create and nurture connections with those communities to deliver targeted ondemand messages through the
development of innovative technologies. Data shouldn’t be seen as a dirty word – it’s at the heart of what effective planning, creative and production is built from.

Agency structure will need to change to keep up with the pacesetters of this new digital era with faster feedback of data underpinning the solution.

To achieve this, account management will be abolished and client relationships will be led by planners, consultants or researchers, who represent customers to the client brand. Media companies will become responsible for managing and monitoring client brands’ interactions with the community and ensure effectiveness. They will be supported by project managers, who will manage process and efficiency and produce reporting on expenditure to clients and procurement to strengthen the agency offering.

Finally, production departments will turn into real-time logistics headquarters with more hands on deck working around the clock. The production supply chain will become a mark of competitive advantage and the new model agency will become reliant on adserving technologies for on-the-fly messaging, giving new meaning to marketing automation.

Tim Hipperson,
Chief executive, G2 UK

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here