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No longer bound by buildings,
"virtual" agencies are on the rise |
 If you haven't noticed, there's a paradigm shift taking place in the ad agency business. It can benefit advertisers, if they know what questions to ask.
In the last 25 years, many of New Jersey's biggest agencies have disappeared after years of dominance, names like Venet and Keyes-Martin. Others have shrunk or have combined with out-of-state firms.
There are exceptions, of course. Powerhouse The Star Group comes to mind, held together by strong beliefs and talented people. And there are others. But big or small, agencies are no longer bound by buildings. And market forces have converged to create new opportunities. Witness:
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Technology: Audio and video technology that once was available only in professional studios is now affordable to smaller groups and even available on desktop applications.
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Economy: Years of outsourcing and downsizing have resulted in greater self-reliance among talented creatives who are no longer willing to put their careers in the hands of a single employer.
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Internet: Online communications alternatives have challenged traditional media channels, fragmenting ad budgets and creating a greater focus on results rather than rating points.
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Networking: Online conferencing tools make it easy to assemble creative teams to collaborate and to present, regardless of their location.
Virtual agencies thrive on this new flexibility and freedom. They unite tactical creative teams that are specialized in what they do and passionate about how they do it, professionals who are turned on by a creative challenge and who take great pride when they achieve strong results.
How can you benefit from this paradigm shift? What should you look for in a virtual agency?
Look for a brand vision, a set of beliefs that holds people together as a team, not as a collection of freelancers. Look for people who know and trust each other because they have a track record of collaboration. Look for a group that is "media agnostic," who is not married to broadcast or print but who will find what works for you, even if it is more efficient and affordable.
Bill Carlos
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