Anne Bologna of iCrossing predicts 2019 will see significant agency consolidation and a rise in brands insourcing marketing. This is driven by agency pressure from tech giants, talent wars, and a diluted focus on craft. Ecommerce operators should consider what this shift means for securing specialized marketing talent and whether outsourcing or insourcing makes the most strategic sense for their brand in a rapidly changing landscape.
Key takeaways
Agencies are consolidating due to pressure from tech giants (Google/Facebook duopoly) and intense competition for talent, leading to a potential dilution of specialized 'craft.'
Brands are increasingly bringing marketing functions in-house to gain more control and potentially greater efficiency.
The talent war for skilled marketing professionals is intensifying, impacting both agencies and in-house teams.
Agencies attempting to be "everything to all clients" risk losing their core competencies and strategic value.
Ecommerce businesses need to evaluate if they should prioritize specialized agency partnerships or invest in building robust in-house marketing capabilities to navigate these industry shifts.
Big mergers resulting in new entities like Wunderman Thompson and VMLY&R have set the tone for 2019: It’s going to be the year of consolidation. Anne Bologna, chief strategy officer at Hearst-owned agency iCrossing, says there is too much continued pressure on agencies — a talent war with the duopoly and continuing competition has made agencies lose their confidence, and forget their craft. Bologna discusses why consolidation is necessary, how agencies are trying to be everything for clients and more on this episode.
What does this episode say about founder & leadership?
Agencies are consolidating due to pressure from tech giants (Google/Facebook duopoly) and intense competition for talent, leading to a potential dilution of specialized 'craft.'
What does this episode say about brand & content?
Brands are increasingly bringing marketing functions in-house to gain more control and potentially greater efficiency.
What does this episode say about paid acquisition?
The talent war for skilled marketing professionals is intensifying, impacting both agencies and in-house teams.
What does this episode say about dtc strategy?
Agencies attempting to be "everything to all clients" risk losing their core competencies and strategic value.
What does this episode say about founder & leadership?
Ecommerce businesses need to evaluate if they should prioritize specialized agency partnerships or invest in building robust in-house marketing capabilities to navigate these industry shifts.
