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Agencies Face Enigmatic Twists On Talent And Creativity In 2022

Agencies Face Enigmatic Twists On Talent And Creativity In 2022
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Against the backdrop of 10.4 million total jobs and 4.3 million Americans who left their jobs in August of 2021, marketing agencies are also facing a talent shortage. Nearly 35,000 positions in advertising, public relations, media and related marketing services have remained vacant since the start of the pandemic. The industry is largely related to the constant flow of new, affordable talent that one agency executive has attributed: “The ability to make our number this year is closely tied to the number of new hires we’ve joined.”

Marketers have noticed. Nearly 40% of marketing decision-makers cite improving their external marketing partnerships as among their top priorities, according to Forrester’s August 2021 Pulse survey. Auditing partner talent resources became a full focus during this summer’s ANA media conference, as Many marketers were concerned about the agency’s lack of staff to offer new business, let alone working on the account once they won.

Agencies will be dominated by the urgent need for talent and creativity in 2022

As agencies deal with massive headwinds, the impact of the pandemic on agency talent and the creativity that agencies produce puts them in full context. From layoffs to telecommuting to “big resignations,” the agency industry faces a severe staff shortage of at least 50,000 globally only when human creativity is most important to marketing. In 2022, the pendulum will swing again toward a new form of creativity delivered through a massive structure of technology-enhanced talent in order to meet CMO’s demand to do more with fewer marketing resources. The agencies’ annual Forrester forecast reveals that:

  • Creativity that nurtures intelligence will destroy agency/consulting excellence. A new form of creative partner will emerge from the collision of nuanced marketing strategies and persuasion in 2022. Consultants, such as Droga’s Accenture or Nick Garrett’s Deloitte Digital, will accelerate their quest for creativity. Traditional agencies will aggressively pursue technology assets and data-driven capabilities, such as Andy Maine’s reformulation of Ogilvy toward consulting. Thus, the “performance agency” designation will evaporate in 2022 as agencies combine creative skill sets with media/data expertise, such as PMG’s opportunistic hiring for Richards Group’s creative teams or the merger of iProspect with brand agency Vizuem. In 2022, this new type of marketing partner will enable CMOs to pursue intelligent creativity and produce multidimensional creative experiences that connect emotional, functional, and transactional marketing messages.
  • Agencies will bet big on commerce driven by creativity. As B2C brands go digital first, commerce is the “it” marketing solution. Hundreds rush to pursue the implementation of e-commerce, retail media and market consulting. In 2022, business practices will embrace creative differentiation or risk falling victim to digital symmetry, just as digital experiences have done in the past. Some agencies are already leaning towards creativity for their commerce offerings: VMLY & R’s merger with Geometry, Huge’s launch of the XSF trade group, and Dept’s acquisition of BASIC represent a step toward incorporating creativity into proprietary commerce applications. Early solutions point to an exciting time in 2022, when agencies will offer creative campaigns to launch products on the Amazon Marketplace; Broadcasting range in China, Europe and the Americas; Finally, make creativity relevant to owners of categories and traditional B2B scenarios such as cars.

Learn more about the key dynamics that will affect companies across industries next year here.

This post was originally written and appeared by Principal Analyst Jay Battisal here.


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