Agency
Four agency trends for Q3
UK EVENT MANAGEMENT AGENCY SLEDGE’ S FUTURE SNAPSHOT SHARES ITS TAKE ON Q3 WITH FOUR TREND PREDICTIONS
1. All hail the human made In a world where our social feeds are filled with lengthy captions that don’ t really say anything( but the now infamous em dash is ubiquitous), graphics and images lack relatability as they’ re mostly free from human intervention, and always-on chatbots replace conversations with a real person … It seems people have had enough.
There’ s an opposition to AI bubbling underneath the surface, and the rise of AI slop has us yearning for more meaning. But not only that. As the tech has evolved, costs to the end user have risen, companies are rolling back their commitments as the payper-token model is not as effective as anticipated, and data privacy is becoming a real concern.
All of these oppositions will gain momentum, and the desire for the real and raw will produce an uptick in connected live experiences, whether they be face-to-face, hybrid or virtual. LinkedIn has introduced tools to recognise and limit the reach of AI slop and reward authenticity. In May Laura Lorenzett, VP and executive editor, LinkedIn Global Editorial, noted:“ In our initial testing, we’ re correctly identifying generic content 94 % of the time.”
2. Re-thinking the agency edge More than ever, brands want their audiences to see them as leading the way. In turn, agencies must be owning the AI conversation, staying on top of the
latest developments, and baking in best practices to ensure organisations don’ t fall victim to the‘ slop’ effect. Because, if they’ re not, what value are agencies really adding?
3. Non-linear career paths emerge Offices have been embracing elements of the home, as well as cutting-edge studios as employers aim to get staff excited about working in these spaces, and while this practice will continue as hybrid and full-time office working remains, a shift is emerging.
There’ s less of a focus on working‘ up the ladder’ in the traditional sense, and more emphasis on doing work that brings people joy. Some even take pay cuts as they opt for more flexible employment arrangements.
Culture is a priority for candidates, and companies who take this seriously and personalise their experiences, particularly as millennials and Gen Zs come to make up more and more of the workforce.
According to Deloitte research a mere 6 % of Gen Zs and millennials say that achieving a leadership position is their primary career goal. 3. Lead times get a new look Project lead times have been reducing for several years, and yet in recent months, we’ ve noticed a change in the air. Brands are locking jobs in earlier, renewing annual contracts further in advance, and some RFP processes are spanning over a year.
Recent Bellwether figures that reveal a rise in marketing budgets speak to this. On the flipside, client briefs are still lacking that key detail. All of this brings us back to the power of time. Allowing agencies more time to ideate, instead of gatekeeping information for as long as possible, leads to better creative, a story-led approach that cuts through, and an array of cost savings as we lock in talent, venues and more with ample notice.
We therefore see a new wave of brand-company relationships emerging: one based on genuine partnership versus one-off transactions, and it’ s those who embrace the model that will win big this quarter and beyond. n
ISSUE 144 / CONFERENCE & MEETINGS WORLD / 47