Over the last year, we have seen many companies adapt, and industries as a whole pivot and grow. One thing that changed in particular? The way we do advertising. While they stayed at home and reevaluated their budgets, consumers were inundated with advertisements, whether on social media, through email, or on TV. As these ads became more and more prevalent, they seem to have lost their potency. People weren’t spending the same way they did previously, and the traditional methods of reaching customers weren’t working as effectively.
There’s a new style of agency that’s gained traction in recent years, called a “digital consultancy”. These types of organizations are different from ad agencies in that they function as consultants first, analyzing strategy and target audiences in order to deliver meaningful results for their clients, and their consumers. Here are two key lessons we can learn from their methodology, as they are positioned to become the advertising agencies of the future.
Don’t Just Tell Your Clients What To Do – Partner With Them
A digital consultancy partners with brands in order to more effectively communicate their message to their target audience, versus creating blanket advertisements to release to the masses. And while these blanket advertisements may look shiny in the pages of a magazine, as the industry continues to change and grow, brands need partners with the right amount of expertise to help them create strategies to enhance themselves and their business.
Chicago-based Rightpoint is a digital consultancy that has done exactly that for some of the world’s most talked about brands over the last 13 years. Founded in 2007 by co-founders Ross Freedman and Brad Schneider, they have helped a total of 250 Fortune 500 companies transform their businesses.
The company focuses on building successful user experiences, allowing for a reimagination of the brand’s goals and thus providing a new way of navigating through their websites, apps, and more. It also helps brands from within to create easier yet efficient ways of communicating between employees. This creates a positive company culture and demonstrates to their clients that they know how to grow and work with a team.
Freedman and Schneider established the core value of “intrapreneurship” at Rightpoint, prioritizing a sense of personal responsibility and giving employees the reins and opportunity to take initiative and start something new within the company itself. Developing intrapreneurship and personal responsibility within your team often leads to better ideas and a better business model. If everyone at your company feels like they can contribute, they become personally invested in the work you do every day, which only creates better company culture.
In 2009, Rightpoint made a key hire to help bring forth new initiatives to build Rightpoint’s company culture. This role was called the “Director of People Potential”, and was someone who “constantly looked at everything through a people lens,” according to Freedman. They set up a community outreach group, known as The Compassion Crew, and a Culture Club to evolve said company culture both inside and outside of work, through meetings and various outreach opportunities.
They’ve seen the impact of their company culture in their client and investor relationships, too. “I’ve learned that it’s OK to slow things down so that the two organizations can work together, get to know one another, and acknowledge and celebrate differences,” Freedman says. This distinct sense of collaboration and community is what sets digital consultancies, as a whole, apart from the rest.