Where does this leave ad agencies?
As for creative agencies - what is their role going to be? Well, what are they really good at? They are good at having ideas, being creative. And they are experts when it comes to creating and shaping brands.
Creating brand experiences, not standalone projects - that’s their USP, that’s where an agency can create real value. Because a brand experience should be ubiquitous. It’s the source for everything else. It reaches every single touchpoint a customer has with the brand.
SEA, digital product development, performance marketing, this fun influencer campaign and don’t get me started with programmatic - does an agency need have to have all this capabilities in-house? Definitely not. I would argue it is even better to have experts execute each creative/medium - after all, they are the experts.
As an agency, focus on what you’re good at. Create a strong brand that it is instantly recognizable from the POS to catalogs to digital services - by defining a tone of voice, a mission statement, a unique visual identity, heck, even motion design principles.
Also, start thinking in business models, not TV spots.