Communication Arts is “The Bible” for the creative side of the business. To be featured in the advertising or design annual, or to appear in a feature article in one of the quarterly editions, is a form of acceptance into the club. To have an Adpulp article land on CA’s digital front page this week is not quite the same level of recognition, but it’s handsome recognition and I am grateful.
CA also used their social media platforms to promote our article about moving to client-side opportunities. With more than 84,000 followers on Twitter, it’s nice to have the magazine’s introduction to hundreds of new readers.
— Communication Arts (@CommArts) May 17, 2018
The topic resonates, which is why CA put it in the spotlight. We all seem to know someone who went to the client-side or is looking to do so. Many of us wonder what happened to the ad business along the way.
Volumes more can and will be said about the talent trend toward clients and away from agencies. A few prescient writers have reported on the moves. In 2015, Mark W. Schaefer outlined six notable weaknesses in agencies today.
1. Agencies are slow.
2. Agencies are stuck on advertising.
3. Continuity has become more important than campaigns.
4. Companies no longer want to outsource customer relationships.
5. Companies want to own the data.
6. Are agencies attracting the best digital marketing talent?
A creative director friend suggested a follow-up article on how in-house positions differ from agency jobs. It’s a great idea. In fact, this may be the genesis of a new series.