What Will It Take For Creative Agencies To Pivot?

A renowned creative agency, celebrated for its award-winning campaigns, suddenly finds itself struggling to keep up. Its hallmark TV commercials no longer resonate with audiences who are now consuming content on TikTok, YouTube Shorts and AI-curated platforms. The agency’s traditional brainstorming sessions feel out of sync with a world moving at the speed of data-driven insights. 

This isn’t a hypothetical scenario; it’s the reality for many creative agencies today. The advertising world is evolving rapidly, driven by technological innovation, changing consumer behaviour and economic pressures. To stay relevant, creative agencies must pivot - not just in how they operate but also in their mindset, tools and value proposition. 

So, what does it take for creative agencies to successfully pivot? Here I observe a few thoughts. 

Embracing Data-driven Creative Process 
The days of relying solely on gut instincts and creative genius are over. Today’s successful campaigns are born from data-backed insights: 

Understand the Audience Deeply: Platforms like Google Analytics, Brandwatch, and AI-powered consumer insight tools allow agencies to uncover nuanced details about their target audience. For instance, Netflix’s hyper-personalized thumbnails are a testament to how creative ideas can be informed by data. 

Marrying Creativity with Science: Data doesn’t replace creativity; it enhances it. When Spotify rolled out its 'Wrapped' campaign, it combined personal user data with playful, quirky visuals, creating a viral sensation. 

For agencies to pivot, they must invest in analytics tools and train teams to interpret data effectively. 

Integrating Technology at the Core 
The digital revolution has transformed how brands connect with consumers. Agencies need to move beyond traditional media to fully embrace the tech-driven ecosystem. 

AI in Ideation and Execution: Artificial Intelligence can no longer be seen as a threat to creativity. Instead, it’s a tool to supercharge it. Agencies are already using AI to test multiple creative iterations in real time, optimising campaigns on the fly. 

Immersive Storytelling with AR/VR: These have been shaping the next frontier of brand experiences. For example, Nike’s AR-enabled app allows users to visualise sneakers on their feet before purchasing, blending creativity with functionality. Maybe look at CGI advertising. 

To pivot, agencies may want to look at building deeper and wider internal capabilities around these technologies, either by upskilling talent or partnering with tech-first firms. 

Adopting an Agile Agency Model 
Rigid structures no longer serve the fast-paced marketing ecosystem. Agile processes, inspired by tech startups, allow agencies to iterate and adapt quickly.

Smaller, Cross-functional Teams: Instead of silos, agencies must foster collaboration between strategists, creatives, analysts, and tech experts. This approach enables quicker turnaround and richer ideas. 

Test-and-learn Approach: Rather than spending months perfecting a single campaign, agencies should adopt a "launch, test, and refine" model. Consider Burger King’s “Moldy Whopper” campaign, which was first piloted in select markets before rolling out globally. 

An agile approach also demands cultural shifts, encouraging risk-taking and flexibility. 

From Campaigns To Continuous Content 
Today’s consumers demand always-on engagement, not sporadic, one-off campaigns. Agencies need to pivot to a content ecosystem approach.

Creating for Multi-Platform Consumption: Content isn’t one-size-fits-all. A single idea must be tailored for Instagram, YouTube, LinkedIn, and beyond. Oreo’s real-time 'Dunk in the Dark' tweet during the Super Bowl showcased how agility and platform-specific creativity can drive cultural moments. 

Building Brand Communities: Agencies must focus on fostering communities around brands. Patagonia excels here by leveraging social media to champion sustainability and engage its audience in meaningful conversations. 

By moving from periodic campaigns to ongoing content strategies, agencies can remain top-of-mind for consumers. 

Reimagining Talent and Collaboration Models 
The future agency is as much about who works there as how they work. Talent diversity and collaborative ecosystems are crucial.

Attracting Hybrid Talent: Agencies need strategists who understand machine learning, creatives who can storyboard in AR, and account managers who think like growth hackers. As Ogilvy’s global CEO said, 'The future of advertising is hybrid thinkers'. 

Collaborating with Non-Traditional Partners: Partnerships with tech startups, data companies, and even academic institutions can provide fresh perspectives. For instance, Adidas collaborated with the Runtastic app team to create campaigns rooted in fitness data. 

Rethinking Revenue Models 
Traditional agency billing structures (e.g., retainer or project-based fees) are increasingly under scrutiny. Clients want measurable ROI, not just creative ideas. 

Performance-Based Models: Agencies can align compensation with results, such as leads generated or sales conversions. This shift requires agencies to build deeper expertise in attribution and measurement. 

Subscription Models for Content Creation: Agencies can offer ongoing content creation services at a flat monthly fee, mirroring SaaS models. This provides clients with predictable costs while ensuring agencies have steady revenue streams. 

Redefining the Role of the Agency 
Ultimately, the agency of the future isn’t just a creative powerhouse—it’s a business growth partner. Agencies must position themselves as: 

Strategic Advisors: Helping brands navigate broader business challenges, such as entering new markets or launching digital-first products. 

Purpose-Driven Innovators: Consumers are demanding more from brands. Agencies must lead the charge in creating campaigns that are not only profitable but also socially impactful. Dove’s “Real Beauty” campaign is a perfect example of creativity driving purpose. 

To conclude this piece, I’d say, for creative agencies, pivoting isn’t optional—it’s imperative. The pace of change in technology, consumer behaviour, and the media landscape means standing still is akin to moving backwards. 

The question is no longer ‘Why pivot?" but "When will one start?’

Ankoor Dasguupta

Guest Author Ankoor Dasguupta is a thought leader, marketer and executive Coach, who has worked across functions in marketing and advertising with a pedigree of 24 years and ongoing exciting journey, with a rare combination experience across the spectrum of media - print, digital, mobile, event productions & successful pilot projects. Worked across functions to spearhead P&Ls. Ankoor has regular columns for active writing on various reputed national and international portals and has close to thirty published interviews, multiple podcasts already published in national, international publications and platforms. He is on multiple national and International Advisory Boards, an extensive speaker at top Business Schools & academia. He has also done his PCC from ICF and is a certified Executive Leadership Coach. Ankoor is a Six Sigma Green Belt, POSH Certified & trained from Dale Carnegie in Mentoring to Develop Talent. Extending beyond academia; Ankoor Dasguupta has been honoured with the "CIRCLE OF EXCELLENCE 2024" award by Passion Vista with magazine Cover Story also and recognized as the "MAN OF EXCELLENCE, 2024" by the prestigious Indian Achievers' Award which is a national level award.