Recently, I believe many students have eaten the melons at station B.
Mainly around the core creative plagiarism back and forth, I will give you a brief summary, station B wants to launch a short film on the May Fourth Youth Day, so some Party B was invited to participate in the competition.
These Party Bs include young director Fang Wen and BLANK Hangzhou (also the core figure of this incident), and the final result was that BLANK Hangzhou won the bid, but when the short film was launched, the young director Fang Wen publicly expressed that Station B plagiarized.
Subsequently, station B directly announced the brief and specific timeline of the competition, and BLANK Hangzhou also publicly responded to the incident, whether it is station B or BLANK Hangzhou, or the people who eat melons, they are all saying one thing: no plagiarism.
In addition to the mutual pull of this incident itself, there is another key point worth paying attention to - the brief.
I saw the brief of this competition, and from another point of view: Station B is sounding the alarm for advertising companies.
Because the brief clearly explains the background and framework of the project, and also gives specific references, it is a very clear brief.
In this campaign, whether it is the young director Fang Wen or BLANK Hangzhou, the voice is very weak under the framework of strategy and creativity, because Party A has already clarified the form and creativity he wants, and the role of the advertising agency here is more like resource integration and refined expression, more like a content production company.
There is no doubt that the dominance of advertising companies in brand communication strategies is weakening, and more and more advertising companies are beginning to do the work of execution~
01
The relationship between Party A and Party B is being reconstructed
In recent years, there have been many voices that sing the voice of advertising companies, such as: the golden age of advertising companies is over, and advertising companies are about to be replaced by MCN... Wait a minute.
However, in fact, in the whole transmission chain, the relationship between Party A and Party B is being reconstructed.
The Party B mentioned here is not only an advertising agency, but also an art agency, which can be an MCN, a blogger, a director, or even an artist.
Because in the overall communication environment, the number of companies undertaking the marketing needs of Party A's brand is increasing.
Just like this time, the young director Fang Wen was not only invited to the draft competition of station B, but also the advertising company BLANK Hangzhou, and the previous cooperation link was mainly to compare drafts between advertising companies.
Therefore, in the whole communication environment, the role and role of advertising companies are becoming more and more single, and they may be all responsible for the marketing needs of the brand in the past, but now they may only be a certain service under a campaign.
In addition, more and more professional Party A has also made advertising companies suffer from the enemy, and many Party A have set up their own in-house teams or creative agencies, such as Xiaohongshu's sweet potato studio, Kuaishou's we studio, etc., all of which have good works.
Kuaishou We Studio produced "500 Hometowns, 500 China"
In addition, because Party A is becoming more and more professional, they have clearer marketing demands, so many Party A will skip the link of advertising companies and directly find suppliers.
From this point of view, the relationship between brands and advertising companies has been reconstructed, and the marketing demands of Party A that advertising companies can undertake are becoming more and more vertical.
02
Where is the second curve for advertising agencies?
Many advertising agencies are also aware of this problem and have begun to look for their own second curve.
The first is the consultancy of advertising agencies
At the same time, many advertising companies have begun to undertake marketing consulting services for some brands, such as OKK, Qunyushan, etc., which are all new marketing consulting companies.
However, whether the consulting of advertising companies is established still needs to be considered, because most advertising companies are actually solving brand communication problems, such as communication plans for various nodes, and planning some campaigns according to customer needs.
Marketing consulting companies are more deeply involved in the whole link of the brand, and at the same time, they must also participate in the solution of customers' business problems, which will have high requirements for the ability of advertising companies.
Because in the organizational structure of the entire advertising agency, there are few similar positions for ability support, and most of them are still focused on the creative side and the strategic side.
At the same time, if the advertising company is consulting, there is no celebrity case to support it, so whether the advertising company's consulting is established or not still needs to be considered and discussed.
Secondly, it is the IP creation of advertising companies
Whether in Xiaohongshu or Douyin, more and more advertising companies have begun to express themselves, and many advertising company owners have opened their own Xiaohongshu accounts in Xiaohongshu, such as Zanyi CEO Wu Dongwei often shares entrepreneurial insights in Xiaohongshu.
In addition to advertising companies, marketing consulting firm H&H is also keen to broadcast live on Douyin, publish books, run its own social media, and build its own IP.
Clearly, this is a trend;
The founder/CEO of the brand is the marketing department, and the distinctive characteristics are easy to attract fans and make blood for their business.
At last
The embattled advertising agency is facing a painful transition period, advertising is a slice of the times, the times are changing, then the advertising agency also needs to make changes, this is an unavoidable and serious topic.
At the same time, as Party A's budget becomes more and more refined, it is hoped that every budget will be spent on the blade, resulting in countless times higher than the budget marketing effect, which will definitely cause the involution of Party B's ecology.
Advertising companies also need to find their own second curve, whether it is advertising company consulting or IP, they need to take the first difficult step.