The 'C' Word

I don't know if you have heard, but the world is moving so much faster these days. It's that digital thing that's doing it...take a video on your iphone, upload to youtube and you could be famous like Cubby

Working in an big agency like me you get envious of these cool digital marketing companies; they all have Macs, play their ipods through their Bose speakers and have a much better office bar than us. Also they specialise - they only do viral or online video measurement or whatever. Thing is they are better than us because they specialise.

In the space race to become the client 'lead agency' I think that the winners won't be the ones who produce the ads, or the ones who take the CMO to the tennis. I'll hazard a guess that the ones who clients will want to talk to are the most collaborative. After all; the fast changing world is even more scary for them and they need help navigating it.

I'm not convinced that one agency can deliver on this promise; I can't even keep up with reading my RSS feeds, never mind applying that learning to my clients' business.

So the agency of the future will have specialisms - for fun lets call that 'consumer content and experience distribution' but will also deliver on being the best collaborator. What that means is sometimes foregoing short term revenues to bring in experts where necessary - but by doing so generating broader and deeper client relationships

In the world which we live and work, we can't do it all - but we need to find out who can help us complete the jigsaw and we'll put it together. But we do need help: telling the brand story coherently across all touchpoints and proving it works is tough. So if you know how to measure word of mouth; can integrate vast amounts of granular data; develop high quality widgets or you think you can help please get in touch