Reinventing an advertising agency in the face of digital competitors and consultants
PS21 de Dommo
Client:
The challenge:
Define a new value scheme to avoid going out of business.
The impact:
The advertising agency Dommo reinvents itself as a creativity agency for PS21 businesses. A new brand, a reformulated value proposition and an innovative range of services for new businesses.
The process:
The universe of communication and advertising is changing. While large companies in the consulting field, such as Accenture or Fjord, are integrating creativity as part of their service offering to provide comprehensive assistance to their clients, large digital platforms such as Google Micro-moments are offering growth services based on intensive analysis of citizens' behavior. In turn, the clients themselves are internalising part of the agencies' traditional services and capabilities, such as the BBC’s in-house creative agency.
Given this scenario, in which the business space for agencies is being reduced while the number of options available to clients is multiplying, the Dommo management team has made a strategic reflection to allow the organisation to achieve a new space in the provision of growth services based on cultural interaction.
PS21 is born from the awareness that advertising is still necessary, but it is no longer enough. The industry needs to apply creativity throughout the value chain and throughout the customer experience, since it has great transformative power, especially when the knowledge and speed of society come together with technology.
For a radical company change to be successful, people need to be open to transformation. Throughout the process, 12 professionals abandoned the project, leaving space for 17 new people, with a renewed mentality and capabilities. Inertia is possibly the worst enemy in any change and, to compensate, you are either radical or you put people who have understood the change at the forefront of all areas so that new tendencies can transform the team.
