The Advertising Agencies of the Future Will Be Open Sourced

This article suggests that advertising agencies should focus on attracting small enterprises and personal brands to increase growth.

The alternative ‘new normal’

The ‘new normal’ for global advertising industry is that of ‘low growth’1, according to Sir Martin Sorrell. Unless, we relook at the assumptions we hold when we think about the source of growth for advertising industry.

Think about this: 30 years ago, if I was a small restaurateur, my avenues for advertising would have been local listings, a billboard perhaps and a few mailers for special days. Today, I also might solicit reviews on Tripadvisor.com and run low-budget campaigns online for prospective customers from my area. Today, to remain competitively relevant, I must be where my...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands