Tom Goodwin wrote an interesting piece for The Guardian where he talks about how to reinvent the agency structure. No rocket science but I think it’s an interesting take on the the current ‘structure’ if there is one and at least it does away with the classic ad agency / digital agency split in a way that makes sense:
Visionary agencies would be a group of innovators, technologists, futurologists and business strategists; they’d spend their time focusing on activity two years ahead and beyond. Their scope would be to improve the products/services made, on branding, positioning, and on understanding the future of marketing.
Brand agencies would be the closest agency to what we consider advertising today. A mixture of talent across all current agencies, to include PR, and some retail and talent from all new technologies, their job would be to build brands and classic upper-funnel activity. Their time horizon would be three months to two years. These are artists that design and shape the brand, and then produce ads and marketing to tell that story, and build brand equity.
Performance agencies would focus on the next two months. Their scope would be to understand how to tweak marketing and communication tactics, how to use automation, clever SEO, retail out-of-home advertising, flow advertising, creative optimisation, real-time marketing, short term PR, promotions at retail and many other tools to perfect the conversion of equity into sales, or in other words, largely lower-funnel activity.