Omniscient, omnipotent, omnipresent – the rise of the omni-agency

But it seems they’re feeling lonely on their restless nights: 59% say their current marketing ecosystem isn’t set up to meet their needs, according to recent research from The Drum. And a third (32%) don’t think their agency roster is fit for purpose.

So, where does this leave the agency landscape? In a word – hungry. Which is why leading marcomms shops are now responding by becoming more omnivorous – housing more specialisms under one roof, to get an invite to more dinner tables.

It’s the age of the omni-agency, responding to the needs of an omnichannel, omnipresent world.

“Marketers are swamped. They no longer want to deal with costing for, briefing and monitoring five or six different agencies. They want a one-stop shop with a shared DNA that’s based around speed, specialists and senior support,” says Mariana Scuderi, chief growth officer at 121 Corp.

More skills and less silos

When we drill down into the challenges facing marketers, a lack of integration and skills regularly comes out top on their list of complaints. Over a third say they expect to be held back by a lack of skills across people and teams (34%) and silos between digital, content and media (37%) over the next 12 months. And they’ve lost faith in agencies being able to plug these gaps: well over half (57%) believe that collaboration is just an agency buzzword: when it comes down to it, they still tend to operate in silos.

It’s little wonder that 81% are increasingly on the hunt for a clear, agile delivery model with connected agencies working together on integrated briefs. And the agency landscape has answered their clarion call, developing integrated, agile, nimble structures that better meet the shift from traditional to omnichannel marketing.

121 Corp is one such agency, having recently evolved its 20-year service model into a global, end-to-end network of creative, design, production and digital specialists, to meet the changing needs of its Fortune 500 clients, which include Procter & Gamble, Amazon, Audible and Reckitt.

Scuderi explains: “In today’s rapidly evolving digital landscape, brands are constantly seeking innovative ways to connect with their audiences across multiple channels and touchpoints. Each platform has its nuances, and customer behavior can vary drastically from one channel to another. This is where omni agencies shine. They can leverage their multidisciplinary expertise and share data-driven insights across channels to create synchronized campaigns that engage customers wherever they are more efficiently and cost-effectively.”

But how is this omni model different to the integrated agencies of old?

Omni versus network agencies

Omni agencies have the range of specialisms under one roof that you’d expect from an integrated agency. But their operating model is even more agile, with a wider global footprint, and still promises clients access to senior counsel.

With their end-to-end expertise, omni agencies are naturally nimbler, and more able to adapt to today’s fast-changing environment. Today’s integrated agencies are also adopting more agile marketing practices, including iterative processes, real-time data analysis, and rapid response strategies. And they’re also embracing a satellite delivery model based around a majority core team of agency staff who can scale up as and when needed by tapping into a trusted network of outsourced consultants.

Meanwhile, the new, all-encompassing agencies are also answering the age-old complaint from clients about access to senior support, as their operating model tends to be based around less hierarchical service layers.

Eric Holubow, 121 Corp’s head of strategy, explains: “The edge that omni agencies have over integrated agencies comes down to casting. We believe it’s better to deploy more senior thought-leaders that have a breadth of cross-channel experience to action a holistic vision, rather than handing off to a long bench of junior specialists that add layers of costs, challenge cohesive thinking and slow efficiencies. Plus, it just feels disingenuous when the team doesn’t do, but delegates.”

This will no doubt also address the issue for 52% of clients who say that agencies all too often set an expectation in pitches by wheeling out their brightest senior team, which is rarely delivered on.

What’s next on the menu?

Omni agencies’ ability to provide comprehensive, cohesive, and adaptive strategies more quickly and cost effectively will continue to make them indispensable for brands aiming to thrive in an omnichannel world.

For example, 121 Corp’s recent acquisition of California-based Studio Misfits continues to grow its global footprint, with headquarters in Washington D.C., offices now in New York, California, and Amsterdam, and production hubs in Mexico, Argentina, Philippines, South Africa, and Ukraine.

The next 12 months promises even more mergers and acquisitions in the global agency landscape, as marcomms shops build their international offering. Getting global expansion right will call for even more investment in technology and infrastructure, to streamline operations and improve service delivery in global markets. Cloud-based project management and collaboration tools, advanced analytics which monitor market trends and campaign performances and automation tools which lighten the marketers’ load will all be high on the omni agency to do list.

To find out more about 121 Corp’s expansion of its end-to-end service offering and how it’s better supporting marketers, visit here.