Netflix Spain has made known that CyW -the independent creative agency Carmelo & Willy- will be in charge of its communication and public relations from now on. This being an area that traditionally falls under the expertise of communication agencies, the assignment – which was produced through a competition last September – reflects, once again, how the lines between the different disciplines of the sector are diluted.
The movement, which may initially raise more questions than answers, at the same time shows one more point of evidence of how the market is currently moving. And this assignment It is a reflection of how our industry is advancing, given that it implies that an agency that is not traditionally a communication agency, and that does not have the relationship with the media as a differential value, is going to assume the management of the public relations of a leading brand in the sector.
Advertisers no longer seek to resolve agency surnames or match collaborators based on their traditional activity
It is, therefore, another manifestation of the fact that advertisers no longer seek to resolve agency names or match collaborators based on their traditional activity, but rather They want comprehensive solutions for their needs and look for partners whom they choose for the value they bring them. according to its particularities. The answer will sometimes fit a strategic vision or in other situations it will be given by internal decisions of the company, which may be logistical, economic or political. Each circumstance will be independent but it is clear that he doesn’t weigh so much anymore background of the activity itselfbut what is the value that partners can provide and, based on that, what individual and personalized proposal they can offer to brands.
Regarding the statement that Netflix has sent to announce that CyW will be responsible for its relationship with the media, The message follows the trend of previous occasions, in which the brand offers a brief text for information purposes with the corresponding contacts so that journalists can take them into account.
From the choice of CyW as a communication agency for Netflix, one could infer, on the one hand, the search for a more creative and strategic communication on the part of the brand and, on the other, a diversification in the proposal of agency services.
As confirmed reason.Why with the protagonists, CyW will open a new communication department and public relations with Netflix to manage its communication and thus integrate it into the agency’s creative culture.
