Marketing Needs a New Ecosystem

Let’s face it, marketing needs some disruption. Over the past decade, its importance to business has skyrocketed. Marketing really is the new sales.  

Consumers are online and have the world at their fingertips. Often, by the time they come to make a buying decision, they will have already been on a long customer journey. They will have seen ads, reviews, social media, been given freebies, made offers and more.  

All of this means marketing is now an incredibly broad industry, combining so many skill sets. Yet for a brand to succeed it needs experts across the range. Nobody can be an all round marketing expert but there are specialists to be found in each of the many different categories of this industry.

At Studiospace, we use 15 main marketing categories to help match a brief to an agency. Our agency network specialises in areas such as social, content and video, UX and UI, brand strategy and more. But even these categories can be broken down into further subdivisions. Some focus entirely on making TikTok videos. Others are bringing the best of the music industry into the insurance sector. Marketing in the 21st century has so many niches and is a wonderful mixture of creativity, innovation, technology and of course relationships. 

So, because of the importance of marketing and its ever-expanding breadth, it’s crazy that we are still organising in the same way we have done for decades. All too often, major brands are handing over budgets and briefs to big agencies and not giving the specialist indies a second thought. It’s still a bit too Mad Men with beauty parades and pitching which the small agencies, for reasons of time and budget, just cannot do. 

This has to change as it’s within these small indie agencies where the specialisation and the innovation is really happening.

This is why we set up Studiospace, to connect the best briefs with the brightest agencies, and it’s working. In fact, over the past 18 months, we’ve managed to build so many connections and enable so much work that we’ve decided to put together a showcase.

This month, at the OXO Tower, we are inviting the best agencies and top CMOs and brand managers to come together for a Festival of Creativity. Our keynote speaker is Rankin, who also happens to run one of our agencies. And, yes, I do mean that Rankin. When he’s not photographing A-listers, he’s to be found working with major brands. 

Major brands want innovation, creativity and expertise. But they also need relationships, because that’s what business is all about. It’s time for a new ecosystem and that’s what we’ve been creating. Can you afford not to be involved? 

Studioverse: A Festival of Creativity takes place at the OXO Tower on June 14th. Brand owners and CMOs can register here