Constant change. If there is one thing that the entire sector, and I would even say the entire business world, can agree on, it is that society, the market and the economy are in constant flux. This has always been the case, but in the past, reality was analysed discretely (in the mathematical sense of the term, i.e. at intervals), whereas now, in a hyperconnected (and hypermonitored) reality, we analyse everything continuously. What's more, everything moves faster nowadays, creating an urgency to understand, to keep up, to react... Like a river that flows faster the greater the volume of water, reality accelerates and overwhelms us.

And here arises the need for us to evolve at the same pace as reality, or even faster, if possible. As Darwin said, "It is not the strongest of the species that survives, nor is it the most intelligent that survives. It is the one that is most adaptable to change." It is not enough to update ourselves from time to time; we must design our organisation to be in constant evolution. That is the key to success. But it is a huge challenge and a never-ending journey.

Tolstoy said that "Everyone thinks about changing the world, but no one thinks about changing themselves." At Darwin & Verne, we have decided to change ourselves in order to keep pace with the world.

If we analyse what services brands currently demand, we see that the ranking (excluding media buying services) is headed by Strategic Planning, Creativity, Digital Strategy, Research and Branding (AgencyScope 2020, Scopen). We have been offering these services for some time at Darwin Social Noise, and I believe we do so with great competence. But if we stop there, market developments will run us over. As Julio Verne said, "Trains, like time and the tide, do not stop for anyone."

If we investigate which trends are emerging strongly, if we analyse what future customers will demand, we see terms such as Internet of Behaviour, Visual Search, brand publishing, interactive content, infortainment, automation, contextual relevance, inclusivity, responsibility, brand advocacy, growth hacking, audiobranding… And new positions are emerging in agencies such as Culture Editor, Editor-in-chief, Entrepreneur-in-residence or Data scientist, according to a report by our partner C4E. If we try to react by offering every service that becomes fashionable, we will die trying. 

So, do we anchor ourselves in the present or take a leap of faith, trusting in winds that may be fleeting? To define our service structure, we have been guided by our motto: "Understand. Imagine. Go." We have researched to understand the context, we have imagined our future based on our strengths, and we have mapped out a roadmap; a journey. 

Our plan is to strengthen ourselves in the four areas we consider essential for any company that needs to boost its business, while at the same time designing a flexible organisation that is constantly monitoring the environment and capable of continuous evolution. 

In our opinion, the four fundamental pillars of marketing today are: the brand, the digital world, creativity and data. So we have designed our extraordinary journey through these territories. Inspired by the world of Jules Verne, we have designed The Journey to the Centre of the Brand, with strategic brand consulting; The Journey to the Centre of Emotions, with creativity and content; The Journey to the Centre of Business, with the digital strategy; and The Journey to the Centre of Innovation, with our technology and data services.

There are obviously many layers to every journey. For example, within brand consulting, we have two proprietary strategic positioning tools: The Tree of Life, and the Nautilus; and we also offer a three-tiered service for immersion in trends (with C4E), and services focusing on branding. Similarly, in Technology and Data, we offer what we have termed DBUX (Data-based User Experience), data analysis, real-time brand experience, or business inteligence. And so on. In many cases, we rely on partners specialists, such as C4E, Smartup or El Cañonazo, working collaboratively and in an integrated manner to provide the best possible service.

Esta estructura de servicios en sí misma, arropada por nuestra red de parterns, is already quite innovative in the world of agencies. But what matters is not what services we offer today, but how we have prepared ourselves to evolve every day. How we are going to observe and understand the changes happening around us, and how we are going to imagine our future in the world to come. Change as a paradigm for survival. In the words of Julio Verne, "The earth does not need new continents, but new men."