is agency-as-a-service the newly emerging business model?
DESCRIPTION
Global agencies have always come to dominate their industry after decades of acquiring smaller agencies in a range of specialty disciplines such as creative and branding services, digital, media planning and buying, public relations and market research. We can all agree that the current disruption in the market has definitely impacted the way agencies operate. This phenomenon has stirred curiosity among industry professionals on what the future of agency models hold.TRANSCRIPT
CURRENT LANDSCAPE
OF AGENCIES ● Global agencies acquiring smaller agencies
● These smaller agencies consist of specialty
disciplines (eg. branding services, public
relations)
● This disruption affects how agencies operate
PROBLEMS FACED BY AGENCIES TODAY● Standard model is hierarchical; largely a fee-based economy
● The more levels there are, the more levels agencies can charge for
● As hierarchical layers increase, work approvals lengthen
● This dilutes work for agencies and expands the client’s budget
● Marketers now focus on a wider marketing scope due to digitization
● As more agencies are enlisted, inefficiencies occur
● Margins also decline amidst greater competition
1
2
LEVERAGING TOOLS AVAILABLE IN THE INDUSTRY
END-TO-END
SERVICES ARE
MORE VALUABLE
THAN EVER NOW
WITH AGENCY AS A
SERVICE (AaaS),
IT UNIFIES TOOLS
AND RESOURCES
FOR AN ANNUAL FEE
FOR EXAMPLE, DESIGNS.AI CONSOLIDATES TOOLS SUCH AS
LOGOMAKER, VIDEOMAKER, COLORMATCHER, AND
GRAPHICMAKER IN ONE SUITE
MAXIMUM IMPACT FROM LOW INVESTMENT
ONE.
● Speed is essential for marketers’
campaigns today
● AaaS eliminates tedious tasks for
creatives
● Using AaaS speeds up and simplifies
processes
● The end product can be of good or
better quality at a lower cost
ELIMINATES NEED FOR EXPENSIVE EDITING
SOFTWARE
TWO.
● Creative agencies usually have to fork out capital
upfront for expensive creative software tools, driving
up prices
● AaaS is cheaper compared to branded software
● Creatives can get their work done on one platform
● One-time purchase of an all-inclusive licensing plan,
rather than buy numerous licenses
ABILITY TO ACT AS A FULL-SERVICE AGENCYTHREE.
● AaaS can help automate certain tasks
● Agencies can focus on deeper creative work
● Agency teams can edit work done by AaaS and
immediately move on
● AaaS provides end-to-end service,
meaning more control over creative
message & meaning
● Marketing agencies can focus
on other areas for
monetization
REVENUE CONTRIBUTIONFOUR.
● If your AaaS subscription plan offers a branding kit, it saves manpower...
● ...consequently increasing productivity and revenue
● An agency’s Account Manager manages several large enterprises, all of
which requires personalized services
● AaaS helps increase flexibility in that aspect
● AaaS is a subscription model, which makes it fixed rather than inflating
cost
WHAT’S THE BLUEPRINTOF THE
FUTURE AGENCY MODEL?
● Marketing agencies
should be more reactive &
adaptive
● All AaaS tools are useful
and time-saving, freeing
up resources for other
operations
● ‘One-agency’ experience is
the preferred choice of
clients, and agencies have
to create a holistic
marketing campaign
● Agencies need to educate
& equip their talents with
tools needed to react to
environmental changes
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