3 different ways to look at the future of advertising.
The agency online: What’s next?
2020 has flipped the world on its head and delivered the unexpected. With companies like That Ad Store, a boutique digital e-commerce agency, pioneering services online, the questions need to be asked of the agency life – what’s next?
How has the industry changed?
“In terms of the way in which agencies work, nothing has changed, really,” says Hayley Doron-Weil, the founder of Thatadstore.com. “Things seem to remain very much the same, even though everyone is working from home. Covid-19 has forced a lot of the industry to Facetime instead of face-to-face, but the working model remains the same.”
But, “COVID-19 has taught us that we can do business beyond what we ever imagined,” says Pepe Marais, Group Chief Creative Officer at Joe Public United. “We can efficiently and effectively work remotely without compromising our output.”
According to Pierre du Plessis, Associate Creative Director, Ogilvy Johannesburg, however: “The most marked change, is a vastly increased level of empathy. Before the lockdown, there was a strong ‘bums-in-seats’ mentality and very little sincere concern for the physical and mental health of employees. It’s as if the crisis has forced agencies to completely rethink the way they treat their most valuable assets.