So everyone and their mother in the business has forever been asking the question, “So what is the future of the ad agency?”
Clay Shirky wrote a damn good article about the future of newspapers. Substitute “Newspapers” with “Ad Agencies” and advertising grunts everywhere will have plenty food for thought…
“When reality is labeled unthinkable, it creates a kind of sickness in an industry.”
Clay makes the point that the world doesn’t need newspapers, it needs good journalism.
Similarly, you could argue that brands don’t need ad agencies per se. What they need are creative ways to make them more compelling to their target markets.
But which of the large agencies, with their hyper-entrenched business models and institutional shareholders, would ever dare mention that in a pitch?