If someone were to ask you, “Where do you see the industry going?”, what would you say? I was asked recently on an interview and honestly it felt like such a loaded question. Curious how everyone else would have answered.

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It’s going in two directions.

As investment in pre-purchase activity (Comms) levels out with other parts of the purchase journey (purchase - eCommerce) and post-purchase (CRM etc), in the world of creative Comms and agencies you’ll see the likes of Droga5 and W+K become even more powerful and important, and then they’ll be the muddy middle and then there’s the super quick content shops that will pump stuff out in a matter of days to fuel the programmatic media plans.

So as a creative you have to make a choice. You either identify as the Droga5/W+K camp who will continue doing great TV, press etc OR you identify as the content creative / digital optimiser. The muddy middle is the holding companies who are trying to do both.

Creative agencies has awful margins compared to media and digital. Ideas are becoming mere bolt-ons to broader offerings that encompass ‘end to end brand experience’.

The next David Droga will be someone who is a creative mastermind across pre-purchase, purchase and post purchase. Agencies are already dividing up the two into brand experience and customer experience but the real money will be in the creative minds that can do both.

That’s how I would of answered. I think about the state of the industry a lot because I want to help it.

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“Hopefully somewhere they don’t ask dumb questions.”

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Simplest answer? Hell. It’s going to hell.

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Who asked you that

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When do the holding companies finally consolidate into one agency each?

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