This article has some interesting thoughts though, on "re-imagining the agency proposition". It is outlandish in parts but better to be interesting than right. A couple of points which stood out for me were:
- The growing importance of agencies creating and holding onto their Intellectual Property.
- The difficulty of predicting how products or campaigns will go down without unleashing them on the crowd (which I wrote about here)
- The call for agencies to create culture, not just to follow it.
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2 comments:
Hey guys, thanks very much. I'm glad you took it in the spirit it was meant - not as a literal ideal necessarily, but a challenge to go beyond the "small tweaks" approach to rethinking the agency model.
Cheers,
Thanks for the comment.
Not at all- there is nothing more annoying (I'm exaggerating) than "predictions for 2020" which say things about mobile internet being bigger than PCs and empowered consumers. They are always tentative predictions of what will be going on in 6 months.
The only thing you can be sure of is that in 5 years it is going to be a hell of a different landscape, with a lot of different players.
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