In the advertising business, dogma has been broken and indies are growingFor some time now, indie agencies have been making a name for themselves by getting some of the most sought-after pitches. In the image, the cover of Adlatina Magazine #121, in honor of indie agencies, illustrated by Isla.
At the end of Network , a cult film from 1976 directed by Sidney Lumet, in front of a group of executives (fat men smoking cigars, dressed in expensive suits) paytm phone number data around an imposing boardroom table, the man sitting at the head of the table maintains that countries no longer have limits and that the world “is governed by commercial corporations.” Prophetic.
In global advertising, we all know that six holding companies (WPP, Publicis, Omnicom, Interpublic, Dentsu and Havas) have managed the vast majority of the business in all its variables since the early 1990s: creative agencies, media agencies, digital, research, etc. But in parallel with their investments in technology, they are advancing with an austerity plan that includes mergers and drastic reductions in their staff. Likewise, the hegemony is maintained, but with the incorporation of large consulting firms as new players . For example, Accenture and Deloitte. To which new technology companies are beginning to join.
The breaking of dogma
The big change that has been clearly visible for some years now, and especially since the rise of social media, is a break with the dogma that has always dominated; that is, the antagonism between network agencies, then holding companies, versus independent agencies. Two business formats, but with classic and formal structures. Now it seems that anything goes as long as the services meet the needs of a client. The options range from formal network agencies and independents to a person operating from a desk in their bedroom at home. Film production companies that mix with technology experts, especially artificial intelligence. And, above all, young digital natives who move like fish in water operating social networks (Instagram and TikTok, at the top) called creators .
Today, a company with a deep pocket has many options to meet its objectives. Of course, it is no longer just a matter of running a campaign with a TV spot, print, radio and public advertising. The current range of “media” is absolutely wide and fragmented by audience. And, at the same time, the number of suppliers has also grown.