Last week Netflix announced that the independent creative agency CyW -Carmelo & Willy- will from now on be your communication agency and, in this sense, will be in charge of your relationship with the media.
The movement represents another manifestation of how the lines between the different disciplines of the sector are diluted and how the market is moving, in which advertisers want comprehensive solutions for their needs and look for partners whom they choose for the value they provide according to their particularities.

The choice of CyW as a communication agency by Netflix shows that the background no longer weighs so much of the activity itself, but what is the value that partners can contribute and, based on that, what individual and personalized proposal they can offer to brands.

Creativity and communication in all its expressions

The case of CyW It is not isolated, nor punctual, but is part of a trend towards diversification of the services that agencies offer to brands and that has been observed for years. Furthermore, the phenomenon is not exclusive to creative agencies or communication agencies, but affects companies of all disciplines in the sector.

In recent years the industry has witnessed the consolidation of creativity consultancies, as is the case of Accenture through what is now Accenture Song, thanks mainly to the acquisition of agencies such as Droga5 or Shackleton. Also to the expansion of services in creative agencies, as in the case of PS21 and the launch of the communications and public relations agency True, which was later joined by more companies under the Jungle umbrella.

Other communication agents, such as the media, have also diluted their original lines. Last year, The Spanish announced the launch of The Roar Productionsan audiovisual production company with which the company expands its information and content offering.

AND LLYC is another For example, which was born as a consulting firm specialized in communication, reputation management and public affairs, but over the last few years it has strengthened its creativity and strategy – with the acquisition of the Chinese agency, among other moves – and has put its knowledge and expertise at the service of brands such as Multiópticas or BBK.

“In the end, it is achieving maximum awareness of communication, understanding that brands and companies have multiple audiences and stakeholders that mix.“, tells us Gemma Gutiérrez, General Director of Marketing Solutions for Europe at LLYC. “They are disciplines that have traditionally been dissociated but that are increasingly united and connected.“.

The construction of a storytelling

Although creativity and communication have traditionally been perceived separately, the channel diversification and the transformation of consumer habits have enhanced their interrelationship. It has also contributed dissolution of the borders between online and offline environments, or the generational change among those who lead brands and work on strategies, who have stopped understanding disciplines as watertight departments.

apple tree It is also another agency that, originally specialized in communication and public relations, has strengthened itself in strategic creativity services to advertisers. A recent case of their commitment could be found in “There is a place that always awaits you”, the Christmas advertisement for Casa del Libro, which has been designed by this agency in collaboration with the brand and with production by La Joya.

“We have always had a creative department with talent in strategic planning or design. Our philosophy has been to offer innovative and creative PR“, tells us Jacobo Zelada, Director of Innovation at Apple Tree. “We have always believed in the power of creativity and, above all, strategy”.

The growing complexity and sophistication of the communication landscape is what has led many agencies to expand their scope of action with a view to strengthening their relationship with advertisers. SAMY Alliance, For example, it was born as an agency specialized in influencer marketing and is currently a social media marketing agency, with a strategy and creativity based on insights, and works with brands such as Microsoft, Bimbo, Samsung, Kia or L’Oréal.

“SAMY has always worked to make brands relevant in the conversation, which mainly happens in social environments. To be successful in this purpose, it is necessary to adopt holistic thinking, where intelligence and insights nourish the strategy and creativity that results in differential content for relevant storytelling.“, explains Juan Andrés Elhazaz, CEO of SAMY Alliance, in statements to reason.Why. “Thinking about all this based on traditional silos has stopped making sense for the consumer, for us and, above all, less and less for CMOs, who need help to navigate the new era of communication.”.

What’s more, SAMY Alliance was one of the multiple agencies that participated in the competition launched by Netflix to find a communication agency. The head of the agency assures that he is not surprised that the platform opted for a creative player and understands that what they are looking for is develop consistent and relevant storytelling in all spaces where the brand exists.

Specialization vs diversification

In this regard, the different movements are also understood within the framework of a market situation that leads many advertisers to bet on have a single partner that offers comprehensive solutions, that knows the brand and builds a unified narrative in all its means of expression, or markets of activity. Although this option also coexists with that of advertisers who choose to have various specialized partners.
The choice of one or another option depends on multiple factors: available budget, commercial objectives, strategy, logistics or internal policies.

“We seek simplification within complexity and maximize the impact of storytelling that is immediate and reflected in many places at the same time. And that means a comprehensive, agile and global partner.”says Juan Andrés Elhazaz. “All agents are going to look for the best partnering with the client, and silos can compromise the desired results”.

However, although there is a trend towards the integration of services, It does not mean that this confluence is always effective or productive. “It is not just about bringing together the various capabilities that are now necessary in a company, but doing it in an effective, synchronized, coordinated and meaningful way.“, says Juan Aísa, CEO and Co-Founder of You First, in statements to reason.Why. “Confluence is a fact, but beneficial confluence for the client is something that in many cases still has a way to go”.
You First’s trajectory began as a sports talent representation agency, but now offers strategic communication, content, influence and production services. It has recently been acquired by the artist representation firm Gersh.

Therefore, the expansion or diversification of services It will be beneficial for the entire industry, as long as it does not imply the degradation of quality standards or the profession. The intersection of services and disciplines is considered a natural evolution that must provide value, but that does not have to undermine the time and remuneration of work or the talent of the teams.

Netflix’s choice of CyW demonstrates, in short, that the resolution of some clients’ challenges is directed towards the confluence of capabilities. A trend that will become more evident as the new technologies, such as artificial intelligence, which are transforming the way we work. Partners, regardless of their background, who are able to incorporate these tools and make ideas bigger, will be the ones who remain relevant in the ecosystem.