Strategic Agencies Operate as Creative News Outlets
Are traditional ad agencies stuck in a rut while the smartest brands are revolutionizing the landscape as media companies? It's time to shake things up and learn from media powerhouses.
Instead of just waiting for briefs, agencies should be building their own platforms, growing real communities, and creating content that actually matters. Media brands don't wait to be told what to say; they lead and provoke, making people follow them before advertisers even show up.
Take Dazed, Gay Times, and Hypebeast, for example. Their subdivision agencies are working with big names like Moncler, Nike, and Calvin Klein because their branded content doesn't feel like an ad campaign. It feels like it's part of a genuine conversation. When my agency launched, we took inspiration from this mindset, building a voice, look, and collection of things people wanted to engage with.
What's crucial is not just having the right capabilities, but showing conviction. People don't just buy what an agency can do; they buy what an agency stands for. Don't list services; show your values and beliefs. Be bold, take a stand, and create something that didn't exist before.
Media brands don't just react to culture; they move it forward. If agencies want to stay relevant, they need to do the same. A strong, authentic voice will help attract like-minded creatives, clients, and collaborators.
Here's what that looks like in practice:
- Don't just list what you do. Show us what you stand for. Be clear about your values, beliefs, and creative passions. Build your brand around more than just services; build it around taste, values, and your unique perspective.
- Think in headlines, not outputs. What's the idea behind your work? Why does it matter now? If it wouldn't get picked up by the culture section, ask yourself: Why are you making it? Focus on creating work that catches people's attention and keeps them engaged.
- Move like media. Don't wait weeks to add your take on a trend to your deck. Share your thinking in real-time, publish your work, and add to the conversation constantly.
- Be playful. Don't be afraid to experiment or try something new. Get curious, take risks, and follow your instincts. Media brands know how to have fun, and so should agencies.
Don't wait for permission to start emulating media brands. Build like a media brand would, and people will start taking notice. Suddenly, waiting for briefs might become a thing of the past. Agencies, stop waiting; start publishing.
References:[1] Temu's Advertising Success Strategy | [Link Redacted][2] Using AI in Advertising: Pros and Cons | [Link Redacted][3] Student-run Agencies: Rising Stars in the Ad Industry | [Link Redacted][4] Internal Culture-Building Strategies for Ad Agencies | [Link Redacted][5] The Advantages of Independent Agencies | [Link Redacted]
- Agencies should show what they stand for rather than simply listing their services, demonstrating conviction and a unique perspective.
- Instead of focusing on outputs, agencies should consider the ideas behind their work and what makes it important now, ensuring it catches people's attention and keeps them engaged.
- Agencies, like media brands, should be proactive and publish their thinking and work in real-time, contributing to the conversation continuously.
- Agencies should not shy away from experimentation and taking risks, embracing a playful approach, similar to media brands, in order to thrive in the business landscape.
