Steven Verbruggen is striving to build the advertising agency of the future. It’s a bold claim, which may sound arrogant, but it’s merely an attempt to “do things better.” He believes agencies are not prepared for the marketing challenges of tomorrow. What bothers him most is the siloed way of working, tied together with vanity metrics, which he describes as “death by KPI”.
Verbruggen believes that this agency of the future will be based on the two principles of integration and collaboration. Ultimately, he says it’s time for creative and media agencies to start working together.
He is managing director of AdSomeNoise, an agency which is built around these fundamentals. It’s especially focused on integrating creativity with technology and media buying. Verbruggen is also a board member of the Belgian Association of Marketing.
Agree? Disagree? Listen to Verbruggen at and& Leuven and decide for yourself whether his bold claim is likely to produce results in terms of both branding and performance.