Why Specialising Not Generalising Will Create Companies of the Future

There is constant discussion, unrest, and a sometimes paralysing fear surrounding the shifting quicksands of the advertising industry. Maneuvering through this uncharted territory might be enough to cause anyone running a creative company to consider whether they somehow qualify for a more 'steady' career path.

But, upon honest reflection, we realise that the shrinking budgets and calendars, along with the constant pressure of ROI, are balanced by the joy we find in creative collaboration and problem solving, and we admit to ourselves that we are in it for the long haul. The ability to wear jeans to work every day doesn’t hurt either.

While some may see an industry in near collapse, I see a newfound, open space for innovation, and it’s time to lean into the opportunity it provides. After being part of building multiple, successful in-house studios, I understand clearly why both brands and agencies are bringing more work in-house. If built well, the efficiencies and consistency gained are undeniable.

"Like built up layers of paint on a classic piece of furniture, shops are going to start to strip down their offerings to focus on what they do best."

So, after a number of years of seeing clients becoming, in essence, competitors, and also seeing a major shift to an increasing number of direct-to-client projects, I believe it is time to reassess the way we are approaching creative content for brands.

For many years the industry has been quick to react to shifts, with creative shops layering on additional services in an effort to keep clients, and make the most of shrinking budgets. While on the surface being a total solution seemed smart, trying to offer everything simply dilutes the talents of a creative company.

In this period of change, it’s essential to take the time to step back and make an honest assessment of who you are as a company and how your strengths play towards the industry of the future. You must go through a ruthless self-analysis, looking not just at what you do, but why you do it.

"The 'one-stop-shop' trend of years past may have provided stability, and even growth, for a select few on both the agency and production sides, but overall it has left most treading water."

As more companies start to take stock of their value propositions, I think we are going to see a shift back to creative specialisations. Like built up layers of paint on a classic piece of furniture, shops are going to start to strip down their offerings to focus on what they do best. To survive, and ultimately prosper, companies must determine what kind of company they want to be in five years and make the jump to act like that company of the future.

A concise, assured sense of who you are as a company and what your true value propositions are is what will resonate with your clients. The industry has been in such a constant state of limbo that many are afraid to make drastic changes, and they’re holding on for dear life to the familiarity of the past, in fear of the entire space dissolving beneath them in the months to come.

Above: ATK PLN's David Bates.

But instead of operating out of fear, it’s time to aggressively look at possibilities for the future, and I see strategic, streamlined, highly adept, individual creative disciplines as the industry of tomorrow. The 'one-stop-shop' trend of years past may have provided stability, and even growth, for a select few on both the agency and production sides, but overall it has left most treading water. Not moving ahead, not growing and improving—simply staying afloat. And in an industry that is based on creativity and innovation, stagnation leads to a lingering death.

"Creating strategic partnerships with like-minded companies will be the new business model."

It’s undeniable that both agencies and brands are adding in-house capabilities. And so, agencies are ramping up production and post capabilities to be able to navigate the evolving needs of their clients. Likewise, production companies are increasingly offering creative ideation and direction for their work. Strategy-driven work and a focus on the core brand identities of the client has to come from all parties to see success in today’s digital media landscape.

Will clients still want more and broader solutions? Of course, but I think more and more creative shops are going to focus on what they do best. Creating strategic partnerships with like-minded companies will be the new business model in offering clients broader solutions, at the highest level, which is always the endgame.

"I believe it is time to reassess the way we are approaching creative content for brands... trying to offer everything simply dilutes the talents of a creative company."

At the end of the day, when who you are today is already where you hope to be tomorrow, each day is a fresh opportunity to evolve, create and take on new challenges. It won’t always be easy, but the excitement for the unknown comes from a clear understanding of who you are as a company and why the industry needs you.