Snog, marry, avoid? – Agencies and tech entrepreneurs.

Snog, marry, avoid? – Agencies and tech entrepreneurs.

ImageOver the past months I have been increasingly interested in this question. Should these two communities be working more closely together or do they have nothing to gain from each other.

Should these two nexuses of the London disruptor community get it on or avoid any long lasting engagements? Can one inspire the other to embrace agile thinking and iteration whilst the other shares the secrets of mass marketing magic.  Or are the suits really in charge of one and the other just too focused on the tech to “get” marketing?

In one camp there is much hand wringing about the agency model and its continued viability today. Can ad agencies truly embrace innovation or do they have to buy it by gobbling up the AKQA’s of this world? Can the bottom line of agencies support the odd innovation project? Is it good for business or just good for PR?

In tech entrepreneur land nothing is as alien as agency suits and creatives swanning about in Cannes or SxSW talking about branded content, crowd listening or SEO. Yet tech entrepeneurs need marketing wizardry, their business’s success is often founded upon it. Their valuations are based on their “brand” as well as their services and products.

What do you think?



About Robin Charney

As AAR group's Business Director for Digital, I work with the senior leadership of leading agencies to help them improve their new business and marketing practices I also work with some of the UKs leading brands to help them find and appoint agencies for their Digital work. If you're an agency/consultancy wanting to learn more about what we do or a brand looking for help with either appointing a new agency or evaluating your current agencies, please feel free to get in touch. In addition to the AAR, I produce Collision(@colisn). Collision is a series of London events that brings together Adland and Techville. Its goal is to bring together senior leaders in advertising and start ups to foster more collaboration, conversation and get them hatching evil plans together.
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