Agencies need to shift their strategic technique from “advertising” to “mattering”, a transformation based totally on significant relationships, compelling reports, and other ways of constructing deep connections to individuals.
Nick Brien, CEO/Americas for Dentsu Aegis Network, discussed this problem on the 2019 Decisions 20/20 convention held through the 4A’s (American Association of Advertising Agencies).
“Our industry is in a chunk of a multitude,” he admitted. (For more, examine WARC’s in-depth file: Dentsu Aegis chief demands transformation for organization commercial enterprise.)
While addressing the trouble, Brien posed several inquiries to his organization colleagues. “What does it boil down to form an advertising and marketing factor of view? Trust.
“Is there enough accept as true within the device? Is there enough consideration in the businesses? Is there sufficient believe in now not just our professionalism, but our judgment, or our execution, or the manner we’re doing business?”
To begin answering those questions, Brien pointed to an “essential shift” within the balance of strength as consumers have taken more manipulate over their relationships with brands – with profound effects for companies that fail to adapt.
“Many of these channels aren’t controlled by using the marketers,” said Brien. “It’s a company-wrecking shift, due to the fact clients are an increasing number of curating their personal journeys.”
Elaborating in this subject matter, Brien advised the essential transformation involves achieving a real point of connectivity with customers, as opposed to interrupting their stories with messages.
“We’re not pretty much promoting. We’re in the engagement commercial enterprise,” he stated. “Don’t simply marketplace at me as a transactional consumer of products and services … Matter to me as someone and member of groups.
“How do you start to count number?” he challenged the 4A’s annual assembly. “How do you begin to rely on me as a person? How will we start ‘mattering’ inside the conventional experience of the word?
“I’m still a company believer that the energy of the transitional concept is what’s going to sincerely create brand strength,” the Dentsu Aegis leader insisted.
“As we evolve marketing to mattering,” Brien continued, “we want brands that matter … which might be ensuring that they have engaging studies.”

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