Decideware

One of the more significant changes under debate is whether traditional agencies could be displaced as the voice of the consumer.

Advertisers look to their agencies to understand and interpret consumers’ beliefs, needs, behaviors, perceptions, desires and perhaps most importantly – their purchasing decisions.

This has always been the coveted domain of agencies and marketers greatly value that service. 

However, the role may be under threat, (at least in the digital world) according to an Accenture report based on a survey of 70 industry leaders.

'‘The challenge agencies face stems from the rise of performance-based advertising and the technology tools needed to execute highly targeted campaigns, rather than mass-media pushes fueled by a singular "big idea," according to Charlie Symmons, senior manager in Accenture's media and entertainment practice.’ (AdWeek 14 Nov 07)

That is, with the shift to digital and the capacity for owners of digital channels to provide marketers with timely, detailed, personalized and/or aggregated consumer data, do opportunities arise for those channel owners to better represent the voice of the consumer to advertisers?

And in terms of client-agency relations, will marketers continue to expect agencies to be the singularly informative source of consumer knowledge needed to drive great advertising? 

Source: Shops Stand to Lose in Digital Revolution
Adweek, November 14, 2007
Brian Morrissey

Author: Viji Ratnam (Decideware)