Grégory Pascal takes stock of the digital agency market and their place with advertisers. While the panorama of actors revolving around digital communication has been highly shifting since its inception, we met Grégory Pascal to understand the forces in balance. President of AACC Digital (Association of Communication Consulting Agencies), co-founder Pakistan WhatsApp Number List CEO of the Sensio Gray agency, Grégory Pascal takes an enlightened look at the digital agency market. He explains how they have evolved over the past 20 years, the role they play with advertisers and the future that awaits them. The AACC is the union of communication and marketing agencies in France. It is structured around delegations whose objective is to bring together and bring together the various issues related to the sector.

For my part, I am president of the digital delegation of the AACC, which is the largest delegation, with 55 agencies represented. In general, the role of the AACC is to defend the interests of the agencies, to work on a set of strategic subjects ranging from collective agreements to professional training, but also on the major subjects of our profession such as competitions. or the promotion of the work of agencies for the benefit of brands. We also organize events like French Camp. Within the digital delegation, two major subjects drive us. The first is the exchange between peers. We meet at least once a month between presidents or heads of agencies to discuss our perception of the market, its evolution, major trends, and also a certain number of operational subjects.

At The Same Time, Advertisers Internalize Many Skills

The second concerns collective actions, such as competitions, support for actors to better purchase services in the digital field, actions with major business and advertising schools to attract talent and generate vocations or even ensure relationships. with other professional organizations such as MEDEF or France Digitale. How has digital impacted the agency landscape in France? It was a huge upheaval that went through several phases. I would place the first between 1996 and 2006. It was a pioneering phase that saw the emergence of new agencies, more of a tech tour, which experimented with this new medium. From 2005-2006, there was a change, due in particular to the massive adoption of ADSL which made it possible to pass much more traffic.

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We then saw a very strong strengthening of the interest of agencies in general, and in particular of Marketing Departments, for the subject of digital. Two phenomena then took place: first, a very strong acceleration in the growth of digital agencies, in particular pure-players. Very beautiful agencies have developed significantly and have brought the sector to France. At an international level, very large networks have been formed. At the same time, a number of digital agencies were bought by large advertising groups which had not really invested in this medium and which needed these acquisitions to develop. The current subject is that of convergence. The world market has become colossal. Many actors of very different types have arrived to try to take a part, each with different entry keys.

Between Maker And Creative, What Is The Real Place Of These Agencies Today With Advertisers

In advertising and advertising agencies, this was done either by successive acquisitions or by acquiring skills, with a strong positioning on the digital brand. Consulting players such as Accenture but also ESNs have taken an increasingly important place. Platforms and software, such as Google and Facebook for the most famous, are obviously present, as are the media, with groups like Webedia which have integrated offers. All these actors come together and share a huge cake, addressing it in a specific way. Advertising agencies rely a lot on creativity. ESNs attack from the technological dimension. The platforms provide a mix of tech and activation. Consulting companies arrive through top management on digital transformation topics. And in the midst of it all, digital agencies are working in a hybrid fashion, playing on creativity, content, tech and data.

We play a one stop shop role which allows us to deploy strategies while being relatively generalist in the approach. In this global market, each of the players seeks his position and his legitimacy. At the same time, advertisers internalize many skills. Indeed, this internalization phenomenon is progressing, whether it is operated directly by the advertiser or cooperated by the agency and the advertiser, as we sometimes do at Sensio Grey. But this flow is not new, it regularly affects companies on many subjects. This has been the case in IT for years, for example. At times, companies need mastery, have entrusted too many subjects to the outside and wish to re-internalize. Then at other times, the problems of attracting talent or leading teams lead in the opposite direction. There is a permanent movement on these subjects, which ends up balancing. Overall.

 

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