The Future of Advertising: The New Agency Structure

The need for advertising will never fade as consumers will always respond to well-crafted messages about products that satisfy consumers’ wants and needs.

Jobs in advertising will change, but changes in the industry are not new. If you are interested in working in this industry, it is key to pivot, adapt and train for these changes. Developing this is the difference between thriving as a professional or slowly becoming a dinosaur. Once, advertisers merely had to design catalogs that people would use for ordering by mail. Or they would exaggerate about the health benefits of powdered coffee. In today’s crowded environment where a brand has to work harder to cut through the clutter, an advertising consummate professional has to thoroughly understand technology, savvy consumers, and craft messages that are truthful, ethical and socially responsible.

With new technology, you need all the education available to prepare for a career shift in advertising. FIU and the Miami Ad School offers a Creative Track within their Master of Science in Mass Communication, part of the Global Strategic Communication program, that aims to combine multiple disciplines with practical skills to prepare you for the current industry’s demand for trained and experienced professionals.

Trends For Advertising Agencies

What about for ad agencies, large and small? What new challenges will they face in the next decade? Creative obstacles arise every day such as smartphones becoming ever more capable while YouTube ads become smarter to ensure consumers skip less.

Job roles and responsibilities need to be agile around such developments, so we should anticipate creating new roles to handle some of these obstacles or adapt to existing positions.

Interactive Messages

Ads need to tell a story. More than ever, you need to sell without selling. Give consumers a reason to fall in love with your brand. Make them engage with products. Usually, writers, ad executives, and copywriters handle this part, as they have before.

The most famous commercials tell stories, from Hong Kong’s MetLife ad about a single father working multiple odd jobs to keep his daughter in school, to a Budweiser Superbowl spot about a Golden Retriever waiting for his human and greeting him happy after a long night. If you tell a story with the right emotional beats and relevance to a client’s brand, then they are all set.

If you want to go beyond the silver screen, influencers are another field. They are Internet celebrities on social media who will promote products for either a fee or similar word of mouth. An influencer can get interactive with audiences and craft stories related to products. Vines are one such example of stories. A social media ad agency or department within an agency could connect influencers to brands and streamline the process.

More Consultant Alliances

Consultants are business executives that share expertise and advice to clients. That way, they solve established problems or current obstacles. Since many companies outsource consulting, ad agencies can expect to work with them as well.

Do not underestimate consultants. The ones that stay in the game have proven that they have earned their place. Instead, harness their expertise. Agencies often manage consultants as they manage freelancers. An interesting role within an agency is to identify, vet and hire consultants in different capacities in a procurement-type role.

Smaller World Thanks To Globalization

Though we can connect with more people around the globe then we have before, we also have more competitors. Technological experts in Europe, the Middle East, and Asia may have lower rates due to fluctuating currencies. Prepare to fight to keep your clients.

With companies having access to qualified workers in India and China, you need to convince clients that your work is valuable and does not require outsourcing. Another method to keep the agency invested in the process is for them to manage the outsourcing when needed. This may go hand-in-hand with hiring consultants and other outside vendors.

With this concern, ad agencies need a new role: the Global Strategist. This strategist can coordinate with outsourcing experts, adapting ads for regional differences, and negotiating with regional agencies that align with the lead agency. Learning to speak multiple languages would prove valuable for this role as well as bringing creative skills to the forefront.

Personalized Ads and Data

Handling web algorithms are happening with mind-numbing speed. If you look at flip-flops on Amazon, for example, your Google ads may feature similar footwear and different ads. There are many companies and platforms constantly working on cutting through algorithms to make their online pages and ads more effective in reaching consumers. They will become your international competitors.

This development also introduces a new dilemma: information versus privacy. A consumer may show interest in an advertisement tailored to them but may show the opposite attitude when they are re-targeted and “followed” in their searches. UX or user experience designers and teams need to factor in this negative consumer sentiment when crafting algorithms and the overall process.

If you want to engage in algorithm-based advertising, take reasonable precautions. Make sure that you follow data and privacy laws in various countries and regions. Screen ads and content for ad placements for nudity and inappropriate products for your target market. A fine from the European Union may put a negative remark on your career.

A legal ad executive can tread the line between data usage and compliance with the law. This position may be suitable for someone pursuing a JD and M.S. dual degree. UX and User Experience Designers and UI or User Interface Designers can also modify or design algorithms so that the data accessed does not violate the General Data Protection Regulation (GDPR) in Europe in regards to data and mass email marketing.

Get Started at the FIU/MAS Program

The Global Strategic Communications Creative Track Master of Science program gives courses in advertising law, ethics, and social responsibility to help you understand and work within the scope of the global law.

Grizelle De Los Reyes, Director of the FIU-MAS Creative Track Program can answer all of your questions. Feel free to message her at gdelosre@fiu.edu. If you would rather do more research independently, find more information on the program here.