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ARTICLE #48
Agency-as-a-platform: The future prospects for success
Digital Agency
Agency Innovation
Agency Growth
Business Platform
Agency Solutions
Digital Agency
Agency Innovation
Agency Growth
Business Platform
Agency Solutions
Written by:
3 min read
Updated on: July 8, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
The business world rarely takes a breather, and agencies often end up juggling tasks like they’re auditioning for a high-wire act. The agency-as-a-platform (AAAP) method aims to change that by turning agencies from basic service providers into adaptable hubs that deliver forward-looking solutions. It’s a fresh take on how agencies connect with clients and generate genuine value.
Below is a closer look at how this setup operates and why it might give your organisation a leg up in a crowded market.
The business world rarely takes a breather, and agencies often end up juggling tasks like they’re auditioning for a high-wire act. The agency-as-a-platform (AAAP) method aims to change that by turning agencies from basic service providers into adaptable hubs that deliver forward-looking solutions. It’s a fresh take on how agencies connect with clients and generate genuine value.
Below is a closer look at how this setup operates and why it might give your organisation a leg up in a crowded market.
What is agency-as-a-platform model?
What is agency-as-a-platform model?
Omnicom Media Group CEO Florian Adamski introduced this concept in 2022 as a way for clients to choose the exact teams, tools, and capabilities that work for them—without erasing each agency’s identity or culture. Traditional models centre on media planning and buying, but AAAP throws in a wider mix of services: digital marketing, inventory curation, audience management, talent sourcing, and supply-side enhancements, to name a few.
Collaboration and flexibility sit at its core. The idea is simple: bring together the right experts for each project. That way, brands tap into specialised know-how while still enjoying the unique creative approach that caught their eye in the first place.
Omnicom Media Group CEO Florian Adamski introduced this concept in 2022 as a way for clients to choose the exact teams, tools, and capabilities that work for them—without erasing each agency’s identity or culture. Traditional models centre on media planning and buying, but AAAP throws in a wider mix of services: digital marketing, inventory curation, audience management, talent sourcing, and supply-side enhancements, to name a few.
Collaboration and flexibility sit at its core. The idea is simple: bring together the right experts for each project. That way, brands tap into specialised know-how while still enjoying the unique creative approach that caught their eye in the first place.
Importance of agency-as-a-platform for marketers
Marketers face a long list of targets, from boosting brand awareness to hitting revenue goals. The AAAP setup offers a direct route to specialised skills that address these priorities. By bringing together multi-skilled teams, agencies encourage shared accountability and openness. This model also broadens access to top-tier professionals, up-to-date data, and practical insights that might otherwise remain off-limits. The result is an advantage over rival firms plus a chance to refine operations in line with specific business objectives.
Marketers face a long list of targets, from boosting brand awareness to hitting revenue goals. The AAAP setup offers a direct route to specialised skills that address these priorities. By bringing together multi-skilled teams, agencies encourage shared accountability and openness. This model also broadens access to top-tier professionals, up-to-date data, and practical insights that might otherwise remain off-limits. The result is an advantage over rival firms plus a chance to refine operations in line with specific business objectives.
Benefits of agency as a platform approach for clients
A platform-driven system promotes stronger collaboration and closer strategic alignment. Clients gain immediate access to a larger pool of specialists, which can be scaled up or down depending on project scope. Although AAAP first took hold in the tech sector, it’s proved equally useful in other fields where digital expertise is essential.
Some high-profile companies, such as Apple and Mercedes, rely on dedicated agencies, while PepsiCo and McDonald’s collaborate with broader networks. Then there are organisations like Warner Bros, L’Oreal, and Discovery that merge in-house teams with outside experts. Flexibility is the unifying principle: choose the kind of support needed, precisely when it’s needed most.
A platform-driven system promotes stronger collaboration and closer strategic alignment. Clients gain immediate access to a larger pool of specialists, which can be scaled up or down depending on project scope. Although AAAP first took hold in the tech sector, it’s proved equally useful in other fields where digital expertise is essential.
Some high-profile companies, such as Apple and Mercedes, rely on dedicated agencies, while PepsiCo and McDonald’s collaborate with broader networks. Then there are organisations like Warner Bros, L’Oreal, and Discovery that merge in-house teams with outside experts. Flexibility is the unifying principle: choose the kind of support needed, precisely when it’s needed most.
How to build successful agency-as-a-platform relationships?
Major changes can become expensive when the right people aren’t on hand at the right moment. Some organisations simply don’t have the in-house skill set to handle complex shifts, which can lead to delays or even scrapped efforts. AAAP partnerships work best when both sides commit to cooperation from the outset.
Open communication: Make roles, responsibilities, and expectations clear. Lay it all out early.
Shared understanding of goals: Identify objectives and obstacles upfront, so everyone’s aiming for the same results.
Joint planning: Bring key stakeholders into the discussion. Give them each a say in decisions and timelines.
Continuous improvement: Set up regular check-ins to review progress and adjust as needed.
Long-term perspective: Mutual trust and respect often lead to more efficient collaborations, especially as projects grow.
Major changes can become expensive when the right people aren’t on hand at the right moment. Some organisations simply don’t have the in-house skill set to handle complex shifts, which can lead to delays or even scrapped efforts. AAAP partnerships work best when both sides commit to cooperation from the outset.
Open communication: Make roles, responsibilities, and expectations clear. Lay it all out early.
Shared understanding of goals: Identify objectives and obstacles upfront, so everyone’s aiming for the same results.
Joint planning: Bring key stakeholders into the discussion. Give them each a say in decisions and timelines.
Continuous improvement: Set up regular check-ins to review progress and adjust as needed.
Long-term perspective: Mutual trust and respect often lead to more efficient collaborations, especially as projects grow.
The future outlook for agency-as-a-platform model
AAAP seems likely to keep gaining traction in marketing circles. Holding companies are intrigued by the ability to pool talent, resources, and knowledge in a more cohesive manner. Many large enterprises want agency relationships that offer both scale and adaptability. Publicis’ Power of One, IPG’s Open Architecture, and WPP’s Open X follow similar lines. According to Florian Adamski, around half of all upcoming pitches could hinge on ecosystems that bring together varied capabilities and technologies. This is especially common among multinational clients handling a broad mix of needs.
AAAP seems likely to keep gaining traction in marketing circles. Holding companies are intrigued by the ability to pool talent, resources, and knowledge in a more cohesive manner. Many large enterprises want agency relationships that offer both scale and adaptability. Publicis’ Power of One, IPG’s Open Architecture, and WPP’s Open X follow similar lines. According to Florian Adamski, around half of all upcoming pitches could hinge on ecosystems that bring together varied capabilities and technologies. This is especially common among multinational clients handling a broad mix of needs.
Closing perspective
Agencies using the platform framework appear well-positioned for further success. They bring together niche expertise quickly, all while maintaining their original flair. As AAAP continues to grow in popularity, clients benefit from access to wider talent pools and a dependable support system. It’s a practical way for agencies and clients alike to remain competitive and evolve in step with changing demands.
Agencies using the platform framework appear well-positioned for further success. They bring together niche expertise quickly, all while maintaining their original flair. As AAAP continues to grow in popularity, clients benefit from access to wider talent pools and a dependable support system. It’s a practical way for agencies and clients alike to remain competitive and evolve in step with changing demands.
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