The document discusses the rise and predicted fall of digital agencies. It notes that specialized agencies for different media like outdoor, print, radio and TV never lasted long. Similarly, digital agencies that only focus on digital may not survive as advertisers now demand ideas that work across all platforms. The death of digital agencies and rise of full-service agencies that can deliver 360-degree executions is predicted as marketing matures and understands the full consumer journey is not defined by any single channel. Digital agencies must transform by developing strategy, experience, ideas and trust if they want to remain relevant and compete against traditional agencies.

1. THE DEATH
OF DIGITAL
AGENCIES
Costas Mantziaris / Giorgos Vareloglou 22.05.2015

2. WHY DO WE EXIST AS
DIGITAL AGENCIES?

3. LET’S START WITH A
BIT OF HISTORY

4. IN THE BEGINNING IT WAS OUTDOOR

5. THEN PRINT ALONG WITH
THE RISE OF NEWSPAPERS

6. AND THEN RADIO WHICH WAS
BACK THEN “NEW MEDIA”!

7. AND THEN TV CHANGED
EVERYTHING FOREVER!

8. AND FINALLY TEH INTERNETS!

9. HAS ANYONE
EVER HIRED AN
OUTDOOR
MARKETING
AGENCY?
inthehistory
ofadvertising

10. HAS ANYONE
EVER HIRED A
PRINT
MARKETING
AGENCY?
inthehistory
ofadvertising

11. HAS ANYONE
EVER HIRED A
RADIO
MARKETING
AGENCY?
inthehistory
ofadvertising

12. HAS ANYONE
EVER HIRED A
TV
MARKETING
AGENCY?
inthehistory
ofadvertising

13. - Then why companies have been hiring digital agencies during the past 15 years?
- Because advertising agencies could not understand and consequently produce
ideas relevant to the digital platforms. So they asked for help.

14. You do understand that the entire existence of a communication
agency that is a specific medium specialist is wrong. RIGHT?

15. And then there was more. We had a variety of Specialists showing up like mushrooms

16. IT GOT CRAZY.

17. The digital universe
The rest of the universe
Consumers
users

18. The digital universe
The rest of the universe
Communication Strategy
Digital Strategy

19. “The idea that the same consumer who was frantically clicking her TV remote to
escape from advertising was going to merrily click her mouse to interact with it is
going to go down as one of the great advertising delusions of all time.”
-Bob Hoffmann

20. INTERACTIVE
It’s more probable to die on a plane crash than click a banner.

21. But still it did make a lot of sense for everyone.
On one hand traditional agencies were OK with that since they didn’t understand it
and digital agencies because they were making more money out of it.

22. It took us more than a decade to understand that the consumer is one.

23. WHICH BRING US TO 2015.

24. Advertising agencies still cope
with digital platforms but
they are doing it better.

25. Advertising agencies still cope
with digital platforms but
they are doing it better.
Digital agencies struggle to
survive in a “360 world” trying to
prove they deserve to be equally
treated like big boys.

26. Digital agencies struggle to
survive in a “360 world” trying to
prove they deserve to be equally
treated like big boys.
Marketers aſter a childish decade understand what digital is and that
TV is not going to die any time soon, and as a result they push for:
IDEAS THAT WORK. EVERYWHERE.
Advertising agencies still cope
with digital platforms but
they are doing it better.

27. and this will eventually lead:

28. THE DEATH
OF DIGITAL
AGENCIES
Costas Mantziaris / Giorgos Vareloglou 22.05.2015

29. & THE DEATH OF
ANY COMMUNICATION
AGENCY THAT
CANNOT DELIVER 360
EXECUTIONS.

30. if one wants to be in the ideas business he needs to be
platform agnostic.

31. The purpose of the existence of a communication agency is
to solve problems. If Digital is the only answer to all the
questions you get, then you have a problem.

32. DIGITAL
AGENCIES
TRADITIONAL
AGENCIES

33. DIGITAL
AGENCIES
Strategy
Experience
ideas
Trust
TRADITIONAL
AGENCIES

34. DIGITAL
AGENCIES
Strategy
Experience
ideas
Trust
Young
Agile
momentum
Digital
ideas
TRADITIONAL
AGENCIES

35. DIGITAL
AGENCIES
Strategy
Experience
ideas
Trust
Agile
momentum
Digital
ideas
?
TRADITIONAL
AGENCIES
Young

36. DIGITAL AGENCIES NEED TO TRANSFORM OR THEY WILL
BECOME IRRELEVANT TO WHAT THE MARKET NEEDS.

37. THANK YOU.