The evolution of the agency model does not mean marketing all things to all people, said Tom Schonder, CMO of the recently launched Yes and Company. The new network was formed by the integration of four specialist agencies within the MDC Partners network focused on research, branding, digital experience, and digital media buying
“The agency that does it all is no replacement for the specialist who does it best,” Schonder told Velocitize Talks. The landscape is so complex, clients need multiple specialists who can collaborate, he said.
Yes and Co. will also incubate new agencies based on what needs evolve and new audiences and other developments that arise, said Schonder. Collaboration and co-creation will be increasingly a part of partnerships between agencies and clients, he said.
Creativity will require a balance between data and innovation, said Schonder. “We have to move beyond the focus groups and the beta testing,” he said.
User experience is new priority for marketing, but while voice and other technologies are driving innovation, the audience has to stay in the forefront, said Schonder. “The voice conversation… is all around us,” he said. But, he warned “this is not a campaign, this is not an initiative, this is an ongoing relationship.”
Relationships in the larger society are also important today, but before taking stands on issues, companies need to be careful to walk the talk and that the issue is germane to their business, said Schonder. Purpose is table stakes in business today, but he warned: “There’s a difference between having a purpose and feeling like you need to take a stand on the topic or social issue du jour.”
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