What would ad agencies in Trinidad and Tobago look like in 2021? Here’s what my crystal ball is showing me:
- Ad Agencies will still be here but operating more like project managers than creative advisers (more like conductors than individual players)
- Traditional advertising, those press, radio and TV ads will still be around. And yes holding 80 % or so share of the pie vs digital’s 20% or so
- Agencies will have to be more accountable for media buys; and pay for performance will be a part of the compensation model
- Outsourcing will be less of a sign of weakness and more a sign of agility and depth
- Specialists will win over generalists
- Agencies will assemble a pool of specialists in diverse fields from event planners to logo designers
- In-house creative departments will still be few and far between
- Effective strategy and hot creative will still be two best assets to own
- More agencies will be run and owned by women
- More will be run and owned by 29 year old’s
