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Will your agency be the last one to exist?

by Phil Barrett

Do you work for a “traditional” agency? Is digital a small footnote on the company vision statement? If you’ve answered yes to either of those two questions, your agency could be a candidate to be the last one to exist on earth.

I’m in the middle of judging a few categories for the 2010 FITC awards and came across this clever call to action for their future events.  2010 FITC Award Winners from “digital” agencies will be announced on April 1st.

The Last Advertising Agency On Earth from FITC on Vimeo.

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  • Palmer

    Gold Barrett, pure gold.

  • http://www.superiorpromos.com/ Promotional Products

    Phil,

    Great question to ponder and an even better video. Thanks for sharing. Let's hope we can stay strong for a while.

  • mobilemarketer

    We live in an almost digitized world so agencies should also adopt to this fast changing technology to be able to compete.

  • dadigitaldiva

    Traditional advertising agencies starting becoming irrelevant as direct marketing rose, which only accelerated with the arrival of ecommerce and online advertising. Even though every online ad or campaign can now result in a measurable action (sale, lead, etc.), I found agencies that pitched us had no interest in or knowledge of producing measurable results. My teams had to show top line sales and bottom line profits to our Executive teams, but agency pitch teams looked blank when you begin asking them about ROI and ROAS of their proposed campaigns. “But we were nominated for a Webby!” they'd say. We'd reply: “Our customers don't care about awards. So neither do we.” The game changed once the CMO's (and CFO's) learned that their online ad spend should and could drive measurable results, since everything online can have actions which in turn have metrics. Eyeballs are dead; clickthroughs and conversions are king today. Only those agencies that learn how to do analytics and read spreadsheets as well as design pretty campaigns will survive.