Before the paint has dried on the sign saying ‘social media agency’ it seems that this new business has been acquired. The large agency networks, still frantically buying up digital shops, are now realising that they also need social in their portfolio to be truly competitive. Just recently we have seen M&C Saatchi buying Human Digital and Publicis buying Big Fuel.

Although many of these social media agencies are sufficiently well-established to have a solid customer base, to have set standards in the use of social media as part of a client’s marketing mix, it is still a very young segment. It is almost certain that the large shops do not want to make the mistake of having to play catch-up with social, as they have had to do with digital.

Where does this leave the client? One alarm bell should always ring with a client when they see this level of acquisition. The agency may be buying for that catch-up, but it means that the client is currently getting skills past the ‘best before’ date. Of course, no-one is going to have innate ability on day one when a new trend emerges. However, when asked by a client about ‘how to’ embrace a new medium, there will not be a ‘sorry guv, don’t know anything about it’ response. The offering will be made, even though the delivery is likely to be through a third-party. Perhaps the one that is eventually taken into the fold.

We are all too aware from the early days of digital that a print-based campaign was made digital by the suggestion of a matching banner ad. The current equivalent is the ‘add in a Facebook page’ to prove social credentials. For an agency that’s not yet embraced social, it’s a risky strategy for both themselves and for their clients. With a greedy network, the client may find that the mix isn’t quite what they expected as they are steered back towards the comfortable, high-margin services rather than the new approach requested.

The challenge then, to both a client and to a creative services provider, is not just about having the resources to deliver, but the smartest understanding of social marketing strategies. Where social becomes part of the overall communications plan, but where it can take a lead role when appropriate, in just the same way some campaigns are intrinsically more digital. Whichever way you look at it, you want to know that you are dealing with a provider who is giving you the best knowledge and expertise for the current trends. Having it all through mergers and acquisitions isn’t always the best answer for the client wanting to move into new communications.

In this whirlwind of social media smash and grab, blur Group set up blur Consulting. It provides companies with fully outsourced social media marketing. In keeping with our constant disruption of traditional models in the advertising industry we’ve opened up these social marketing skills, rather than trying to subsume them. And to rise to the challenge of making social part of the mix, clients of blur Consulting can source their creative work to complete their campaigns through the Creative Services Exchange. When you want a creative campaign with the emphasis on social, you’re not switched into doing the opposite. You are in control.

A fully-managed service isn’t for everyone, but most of us now want to include social, viral and digital into our mix. You don’t want to be in the antiques trade, even if your resources are showing vintage tendencies. Submit a brief!

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