I read an interesting article entitled '5 Ways Brands Are Cutting Out Agencies' and it got me thinking. All 5 Ways were compelling, and certainly relevant, however, one got my attention more than the others.
The notion of 'Service-driven content creators' - or 3rd party media platforms that are now creating content for their advertisers/brands, as opposed to their agencies. Why aren't more agencies doing this for their clients?
We've been developing international brand strategies for years that deliver 'thought leader' content for our clients in healthcare, publishing, technology, etc. Then we help them pump it out through a variety of marketing channels. This content acts as lead generation tools for their sales teams and drives value for their entire business organization.
Bring business/sales value to your brand clients and they won't want to cut you out!