The WARNING Shot - How The Rise of Celebrity-Led Productions are Threatening Traditional Agencies.

Do you hear that gentle rumble…listen closer…closer…that’s the sound of trembling boots.

Since people were able to make ads, the titans of the industry found their voice and began to develop lasting legacies. Legacies that we even glorify today for the massive impacts they have made in brand, culture, creative and workflow. There is no denying that Adland’s kingdoms were forged from relentless hard work and tenacious individuals to create immense/long standing narratives.

How idyllic. It’s as though nothing could bring disruption. What POSSIBLY could challenge this…

It’s become apparent that the rise (or perhaps resurgence) of celebrity owned production companies/agencies such as Ryan Reynolds (who probably won’t read this but if you do; Brava! Let’s talk!) Maximum Effort has become a real risk for traditional ad companies. With access to endless contacts, knowledge of markets, and vast amounts of money, celebrities are quickly becoming a force to be reckoned with in the advertising industry. This shift has significant implications for traditional advertising agencies, who must acknowledge this trend and step up their game or risk losing significant income streams.

One of the main advantages that celebrities have over traditional agencies is their access to large networks of contacts and their ability to leverage those relationships to secure high-profile clients and projects. For example, a celebrity with a large following on social media can use that platform to reach millions of potential customers, making it easier to find work and secure new clients. This access to large networks can be especially valuable in the world of advertising, where it is often about who you know as much as what you know.

At first glance, this may not seem to be a large concern, and in all fairness businesses won’t be stricken off of the market if we had an influx of these companies created by high profile individuals. Agencies will remain respectable and have the portfolios to back that.

Although the risk is two pronged:

• More corporate leaning clients will likely stay with creative agencies but daring/new companies may want to go to celebrity lead studios due to their ability to cut out a lot of bureaucracy and process to get out-of-the-box content out. The likes of influencers, non-conforming companies, models oriented brands, fashion brands will be attracted by the level of ease/freedom/fearlessness the list goes on. Something to think about..especially what this could mean for your own agencies future proofing.?
• Even if high profile people have done this in the past, granted it may not be a new move, what they didn't have in the past was the additional pressure of AI and more social based platforms leading the way and lessening the demand for TV/RADIO/PRINT spots. This partnered with people who have already started with the upper hand is RISK-AY!

Let’s add another advantage into the mix, if there isn’t already enough salt…?

Markets. What about them? Celebrities often have a deep understanding of the demographic that they cater to and can use that knowledge to create campaigns that resonate with their target audience. Of course they will still need to employ the right teams around them to even get to a point where their offering is considered serious. However, this understanding of specific markets gives celebrities a significant advantage over traditional agencies, who may not have the same level of insight into specific niches.

Finally, celebrities often have vast amounts of money at their disposal, which they can use to fund their production companies and ad agencies. This financial stability gives them the opportunity to make decisions about which projects to take on without worrying about financial constraints, which can often stifle the creativity of traditional agencies. The way that they are able to flip normal business conventions funding a business with external funding into a point of concern is, like Ms Paltrow’s brainchild, a total goop !?

Something that seemed harmless had got your attention now hasn’t it. However, it's not all bad news for traditional agencies. They can still compete by offering unique insights, expertise, and a deep understanding of the advertising industry. By embracing these strengths, traditional agencies can remain relevant and competitive in a world where celebrities are increasingly becoming a force in the advertising industry.

By?

Tina Mwazange?

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