Unashamedly lifted from Jeff Lanctot (original is here) as it is so of the minute, so topical, so right on. I’ll make myself feel better by saying I am helping to spread Jeff’s wise words
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Agencies: Change or Die
May 6th, 2008 by Jeff Lanctot
I’ve recently listened to and participated in several conversations regarding the evolving role of the ad agency. Most marketers and agency types seem to agree that a radical change is necessary. I agree, but I think that change is going to be a harder one to make than many realize.
For many agencies, incremental change feels comfortable. It tacitly acknowledges the greatness of days gone by. It politely suggests that they can get even better. It gently nudges the business forward. The leisurely and familiar pace with which agencies change is also the very thing that threatens their future.
The most effective agencies must live squarely at the intersection of marketing and technology. They should be sprinting to that intersection. Not just digital agencies, but all agencies. As all media becomes digital, any agency that doesn’t view itself as a technology company should commence reflecting fondly on the good ol’ days. The road ahead is likely to be significantly less fulfilling.
Agencies need to make this shift in order to not just lead, but to stay relevant at all. The most engaging customer experiences will be created by designers working collaboratively with developers. The most powerful campaigns will be delivered by creatives that embrace social networks and media planners that understand auction theory. And the most successful agencies will rely on data platforms that give marketers a single view of the customer across all marketing touchpoints. Increasingly, technology is inexorably linked to marketing.
Of course, consumers have already rushed ahead, embracing new technologies without the apprehension and hand-wringing that has marked agency dalliances with the digital world. From Tweens to Seniors, consumers are sharing, publishing and collaborating. They are the new voice of authority in the marketing world- a voice that once exclusively bellowed from the windows of Madison Avenue. Just as they must embrace the role of technology in the business of marketing, agencies must now view customers as colleagues. The passive “target audience” of yesterday is now an active participant in shaping how brands are perceived.
There’s no middle ground for today’s agency. Make small, incremental changes and comfortably drift toward a date with irrelevance. Or make the hard choice to radically reinvent the industry, with the promise of becoming more valuable to marketers than ever before.
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End of post