The document highlights the trends, challenges and opportunities that creative organisations need to face in order to thrive in a radical new context.
The report describes the agencies of the future as small in size, agile, globally active, decentralized, horizontal, high in freelancers, more specialized and rich in cross-disciplinary roles and functions
Rome, Barcelona and Berlin will host the 2019 edition of the Creative Incubator, a set of workshops developed by Pi School together with ADCE and funded by the EU-Creative Europe program.
With the name ‘White Paper: Potential models to design the creative organisation of the future’, the document provides an assessment of key problems within the creative industry and recommends alternative approaches to look at organisational models, having used simulations and prototyping to spot the potential opportunities and the challenges of application.
The paper first identifies four main drivers that have triggered the need for alternative business models. These are the growth of marketing technology and new dimensions of data usability, a cultural shift of consumers in relation to new media channels, the disconnect between creative talents and traditional working models and the acquisition of agencies by consulting and tech organizations. But opportunities never arise without challenges. As a result, the paper lists four main problems that come along with those drivers: the lack of innovation culture, the lack of technological integration, the lack of client centricity and the problem of attracting talent.
After outlining a set of solutions to each of these problems, the paper points out six successful trends, with tips to implement them. These trends are 1) The necessity to periodically reinvent your business model. 2) The realisation that talent needs flexibility. 3) The popularisation of the Inhouse-Agency model for a better understanding. 4) The consideration of design as a discipline connected to everything else, and therefore a need to set up a design organisation. 5) The ever-growing importance of Experiential-driven design. 6) The adoption of a start-up mindset based on experimentation and failure as a way to find the right business model.
After going through all the drivers, problems, solutions and trends, the paper summarises some key aspects that can help model the creative organisations of the future, bearing in mind that there is no single agency model but many different ones. The report describes the agencies of the future as small in size and agile in dynamics but globally active, decentralized and disconnected to the physical space, horizontal or collaborative hierarchy, high in freelancers, more specialized and rich in cross-disciplinary roles and functions.
Finally, the white paper ends by imagining models that put it all into practice and explains what they are based on, how the work, their added value and challenges. ‘Metamoto’, a crypto-currency fueled agency that believes in transparency and creating objective value for creativity, or ‘Ideas to Go’, an online collections of great ready-to-use communication ideas which you can buy with a click, are some of the examples featured.