Dive summary:
- The trend of ad agencies moving to a newsroom-style model to meet the demands of modern media habits is not sustainable; here are four reasons the newsroom model will fail. [see full list at Digiday]
- Brands are not in the content business or audience development business which is what the newsroom model caters to.
- By design, agencies do not have the agility necessary to sustain a newsroom model.
From the article:
"Your company has the agility of a three-legged elephant, and it’s not your fault; agility has never been a requirement until recently. Having the nicest brand newsroom in the world doesn’t matter if governance issues cause a roadblock to real-time response. Unfortunately, the solution to this is not to cram all of the brand stakeholders in the same physical room with the art directors during the Super Bowl and wait for the lights to go out. That might work for one-off events, but it’s not a sustainable newsroom operations model — and if you do it right, you won’t need everyone in the same room."