The idea of Boys in the Boat, I instantly realized, is about the swing of that moment of perfect harmony and bliss; of everybody working together going in the same direction. I was like that needs to happen in business. That’s how the ’36 Olympic team won the gold, hitting the swing more than any other team in history.
I wanted to see could if it be done in business. We’ve created a lot of structure and process. It’s the people, it’s the process, it’s the tools.
It’s been fun to build that into the structure over the last year. But the swing is something that’s never achieved, like in the boat. We feel moments of it. And the goal is to feel more of those moments. It’s built in the fabric at Anvil now. We talk about it at our staff meetings, Any good examples of The Swing? It could be as little as how to turn an email, into a blog post, into an article, into a presentation, into a retirement plan, through a movie option or something; to bigger moves on how we integrate our clients and our teams.
I suggest you read it, those of you who haven’t, and see if it can apply to your business or the way, even the way you live and work. Just creating more efficiency with more intention.
How Will Technology Change Agencies?
Let’s spend the last few minutes chatting about technology, and how will technology change, for good or bad, the work of agencies, and how you can use it.
Well, in terms of the agency side and the evolution with client side is there will be a constant increasing trend of clients attempting to and becoming more successful in building teams in-house, which forces the agencies to move into more of a consulting role. The agencies that are high-production focused will have to shift and pivot. It’s a race to the bottom in the production side.
In terms of technology, I’ve watched marketing automation and sales automation mature rapidly, in terms of adoption and client sophistication, in the last three years. Four years ago, we decided to double down on sales and marketing automation. We’ve been working with Act-On for five or six years as our marketing automation platform.
There are also technologies that are the undoing for agencies, and the new opportunities for them. Ad blocking is a good example. Half our team uses ad blockers, the other half don’t intentionally so they can see the ad experience. And the answer is what I would say is where is the industry going – brands, agencies, advertisers, and the publishers – it’s to native advertising and storytelling.
GoPro, Red Bull have all proven that people love a good story. They love a good photo, they love a good video, they love the backstory, they love experiential. We’ve done some experiential work for a couple different brands. It’s a lot more work. It’s very intensive. But it can, through technology, have a longer lifespan with capturing videos and other experiences that are far more authentic than the standard big production TV commercial.
Brands need to understand, YouTube is their TV channel, iTunes is their radio network, and they need to be creating branded content, or be a part of the conversation much as you guys are doing creating your own programming. I think that’s where it’s going.