Future-Proof Your Agency: Be like a Badger
Tenacious. Competitive.
These are just a couple of words to describe the Badger, one of the animals highlighted in our Infographic, 8 Animal Traits You Need to Future-Proof your Agency.
It’s fairly obvious that these are traits an Agency needs to possess for success. But yet another trait of the Badger is very relevant in this time of rapid evolution of marketing technology and proliferation of media: being a “real-timer”.
Just what does that mean?
Through our surveys of Marketing executives, we hear their growing need for their agencies to act in “real time”.
Just a couple factors contributing to this need are:
- The rapid growth in “second screens” through smartphones and tablets:
- Nielsen reports 84% of consumers use a tablet or their smartphone as a “second screen” when watching TV.
- Programmatic technology means ad placement decisions occur in milliseconds:
- eMarketer sees Programmatic ad spending reaching at least $20 Billion by 2016, a 100% increase over 2014 levels.
Badgers are “real-timers”. Their tenacity and competitiveness certainly enable this.
What’s more, badgers also prepare for the future, enabling them to be acting in real time as seasons change, and as years pass. This trait is apparent in the way Badgers build their setts (or “dens”). Badger setts contain multiple chambers that serve specific purposes. Setts may reach nearly 1,000 feet in length and generations of badgers may use them.
Badgers are always ready – always in “real time”.
Being an agency that is tenacious, competitive AND able to operate in “real time” helps your clients succeed in increasingly fragmenting, complex and competitive markets.
Future-proof your agency, and be a real-timer.
Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.
