Feb
21
Ad Agencies Are Dead, But Don’t Know It Yet.
February 21, 2006 | |
Like smoking, the traditional ad agency is on the way out. Oh, don’t get me wrong, you’ll always have a handful of mega agencies. But the mid-sized agency is done. Here’s the problem with the model: I have a bunch of people sitting around the agency waiting for me to bring them work. They specialize in media placement, developing print ads and the like. This forces me to push solutions on the client that he doesn’t need so that I can pay my overhead.
We are in a much more complex marketing environment today. Media is fragmented. People are going online in record numbers, abandoning the OSM (old school media) like rats off a sinking ship.
Things are changing and new models are coming to the forefront. I have one myself. Stay tuned.
See what friend Mark Harrison has to say about the moribund agency.
