Aurora Magazine

Promoting excellence in advertising

A New Model for Creativity

Arooj Anwar discusses why CaaS may yet prove to be the next big change in the agency model.
Published 16 Jan, 2024 05:26pm

The marketing industry has always been in constant evolution which is why it is so exciting to work in, especially on the agency side. Creative agencies have always had the challenge of tackling change – from reinventing themselves and finding new ways of working to upskilling and hiring new talent.

In the last 25 years, the industry has seen the evolution of communication styles, advertising platforms and the way brands assess their success. Agencies have always been at the forefront of innovation, creativity and marketing. However, the traditional ad agency model is facing significant challenges.

1. Current Challenges:

The modern ad agency, once a hallmark of innovation and creativity, now finds itself at a crossroads, grappling with several challenges including:

Talent leaving the industry: A global talent shortage is impacting advertising. Many creative professionals are leaving due to several reasons. The lack of clear growth plans and training opportunities in traditional agencies has left talent feeling stagnant and uninspired. In an industry that has often operated on a ‘sink or swim’ model, creative professionals are increasingly opting to freelance where they have more control over their career development.

Preference for remote work: The rise of the remote work culture has disrupted the industry. Traditional agencies often require talent to work from a physical office and adhere to long hours. As the preference for remote work grows, agencies are losing valuable talent to more flexible and accommodating work environments. Given the present economic situation and rising fuel prices, salaries offered by agencies are insufficient and a big reason why talent is opting for remote opportunities.

Brands are consolidating their budgets with in-house teams: According to a leading advertising executive in the clothing industry, the main reason for in-housing media buying is performance versus branding. Any organisation that is looking for performance marketing is moving away from agencies. Agencies are not capable of driving sales; they are good for spending budgets only. Similarly, in-house media planning enables brands to have ownership over the acquired first-party data and the assurance that the data is not shared with direct or indirect competitors.

Focus on performance marketing and data-driven approaches: According to an advertising executive in a beverage company, ad agencies don’t have customer data, and this is why ad agencies may not be aligned with performance marketing metrics due to their traditional focus on creativity and branding, which often lacks the precision and accountability demanded by performance-driven campaigns. The shift towards performance marketing requires agencies to realign their approach and adopt a more data-centric mindset to address this evolution.

Traditional outsourced creative partners (such as agencies) are often better suited for specific projects that demand specialised skills. For instance, you may enlist a branding agency for a brand makeover, then bring in a web designer to implement the makeover on your website, and even engage another agency to give life to your brand on social media. However, these fragmented solutions are not only cumbersome and costly, they consume significant amounts of time to ensure that everything cohesively aligns. It’s akin to assembling a jigsaw puzzle one piece at a time. They also necessitate substantial time investments for sourcing and management.

2. Enter CaaS:

In recent years, the challenges faced by traditional agency models and the trend of creatives moving to freelancing, have prompted a new approach to creative services, known as Creative-as-a-Service (CaaS), an innovative model that is proving to be a game changer by offering solutions that cater to the needs of talent, businesses and brands, while simultaneously overcoming the limitations of traditional agency structures. The model offers a unique balance of working remotely, clear growth plans and a wide portfolio of clients. With CaaS, talent is not bound by geographical limitations, allowing for greater opportunities to collaborate and innovate. The pros of CaaS are as follows:

Access to Global Talent: One of the primary advantages of the CaaS model is its capacity to tap into a diverse and global talent pool. With remote collaboration and outsourcing capabilities, creative agencies can access talent from all around the world. This means clients benefit from a rich mix of creative perspectives and skill sets, leading to more innovative and effective solutions. In a world where creative solutions need to transcend geographical boundaries, this global perspective can be a significant advantage.

All-in-one Creative Solutions: Agencies operating on this model typically provide a comprehensive suite of creative services, encompassing graphic design, copywriting, video production, web development, and more, all available under a single roof. This integrated approach offers clients the convenience of a single point of contact, streamlined communication and consistent brand messaging across creative materials. The all-in-one model simplifies project management and ensures a cohesive brand identity.

Cost-efficiency: The cost-efficiency of the CaaS model is a key factor in its appeal. By operating with a flexible workforce and minimal overhead costs, such as office space and employee benefits, CaaS agencies can provide services at a more competitive rate, while clients can take advantage of top-tier creative services without the need to maintain a full-time in-house team. This cost-saving element is particularly attractive in a competitive business landscape.

Turnover Time: CaaS agencies excel in terms of efficiency and agility. They have the ability to rapidly assemble specialised teams tailored to specific client projects, an adaptability that leads to faster project turnaround times, reducing the time it takes to bring creative ideas to fruition. The quick response to changing client requirements allows businesses to remain agile and respond promptly to evolving market dynamics and emerging trends.

Scaling with Tech: CaaS agencies are well-positioned to leverage technology in their creative processes. They can seamlessly integrate cutting-edge creative software and automation tools to enhance the quality and efficiency of their services. From AI to data analytics, these technological advancements enable CaaS agencies to gain insights, optimise creative strategies and deliver superior results to their clients. The incorporation of tech keeps creative solutions in line with modern demands and trends.

3. Cons of CaaS:

Client Relationships: Maintaining strong, long-term client relationships can be more challenging in a CaaS model, as clients may prefer consistent interaction with a dedicated in-house team. The all-in-one approach of traditional agencies can provide a more personal touch.

Client Perception: Some clients may perceive the traditional model as more stable and reliable. Convincing clients to embrace the CaaS model may require significant effort and a track record of successful projects.

However, all said and done, the challenges facing traditional ad agencies are driving a transformation in the industry. The CaaS model is at the forefront of this shift which is offering a compelling alternative for both talent and brands. Despite its pros and cons, CaaS represents an inevitable evolution in the advertising model.

As we move forward, agencies need to reinvent the way they do business and source talent. Embracing technology as an enabler will be crucial to remaining competitive in the ever-changing landscape of advertising. It’s an exciting time for the industry as it evolves to meet the demands of the modern era, and new models are a testament to the fact that the future of agencies will be shaped by innovation, adaptability, and technology.

Arooj Anwar is a strategist at a design agency.