EPISODE 6: HOW WILL CLIENT AND AGENCY WORK TOGETHER IN MODERN MARKETING (PART 2)
Ms. Dieu Anh: And in the past we used term full-service agency, so now it unchanges, we’re still providing full service to client?
Mr. Kent: I mean, What is a full-service? Again, some of the terminologies of our industry needs to continue to evolve with the industry and I'm not trying to play semanticly cable need a full-service agency which services are so many services. I think you have to, I would say Ogilvy sees itself as it as an agency that is capable of providing a wide variety of relevant modern services that the client needs. Then, many of those are not when you call advertising from the past but they're all brand building and many of them connect into perhaps a central advertising message.
So I think if they know you're saying full-service, we would say we're a full-service agency but I still feel the that terminology somehow we need to find new wording to describe a new word. Supposed to the the full service agency out of the start marketing your automated marketing or retargeting it where does full-service stop in a world of data analytics what you know where do you say that's no that full-service the agency side. I think it’s important because the industry need to make sure the way to taking of just my Ogilvy in the industry. Because I think as an industry person, we need to continue to help clients who are out there every day looking to build their business and you know the clients today they have many different people to talk to they talk to the consulting firms to get insight, where to get help on building areas of their business or their brands. They talk to the media owners, they talk to new media, they talk to the Googles and the Facebooks of the world. They're not just talking to share to the agency and so as an industry we need to continue to update what we're talking about and even how we talk about it to matches the needs of what clients are wanting and needing.
Otherwise we as an industry start to be seen as perhaps out of step with clients, it’s not just today, but some for side for clients, but I need you in my table. I want to talk with you because you help me think about what I should do and how to do it. You’re important for me as a business partner because, you know, in many business for any clients beyond marketing, there are a lot of partners that they hired to help them build the sale, build channels, build new areas of their business, build investment you know clients are looking at many different types of partnership today, of people that they hired to be a partner. So we have to ensure in the real word in marketing that we continue to push what we're doing, so they say I need these people as a key part of what I'm doing for future to build my business.