Over at Futurelab, they have a considered review of traditional advertising agencies and how they believe they must change and adapt to stay relevant and in tune with client needs.
In the free slideshare (see below), they suggest in their 12 Remedies to Set Things Right:
1. Become a solution house …
2. … Or Not
3. Talk Money
4. Media Neutrality & Transparency
5. Replace Noise by Engagement
6. Be Digital
7. Think of the Shopper
8. Get a Makeover
9. Synch to Global Reality
10. Establish A Clear & Differentiated Position
11. Align Good Apples, Get Rid of Bad
12. Take a Moment of Self-Reflection
You can also buy the full report from Futurelab.
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One Comment
I agree with their view on how the agency should work, however, this is a very catastrophic point of view of today´s big agencies, don´t you think?
Of course one thing or another may be a reality on some agencies, but I really don´t see all of this in any agency I´ve worked in, like JWT, Ogilvy or Lowe..