Re-imagining the agency proposition

Predicting the agency of the future is an unenviable task. If the changes over the next 5 years are as profound as those we have experienced in the previous 5, then you have almost no chance of getting it right. In fact most of us have no idea what is happening right now, let alone in a year.

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.

A near future science fiction story

Tom Scott's 5 minute talk is a refreshing dose of provocative thinking- if only all trend presentations were this insightful (and brief). Give it a watch.