Sometimes there are days, where you just find youself asking: „have i been here before?“. In those days this feelings come up nearly every day. What has happened the last years in the field of advertising and the reflection of what happens in the digital media – seems to be not recognized by a lot of people you might think this is THEIR GODDAMN BUSINESS – THEY SHOULD KNOW.
Most agencies, even the ones working in the field of DIGITAL donnot reflect the full impact of situation on a global scale. What i mean is not that they are not aware of using the right technology or building great application. I donnot judge any business models behind the different agency models. I am not talking about classic or digital. Of course a lot of the big players just act like a headless chicken, now in times where their loved Million $$$ budgets are frozen or shifted and new income streams need to be generated.
From my perspective the core is around the following questions:
1) WHAT DO WE REALLY OFFER TO OUR CLIENTS?
2) WHAT IS THE VALUE AND THE EXPERTISE IN WHAT WE OFFER?
3) WHO AND WHAT GENERATES THE RESSOURCES WE OFFER?
4) WHERE DO WE WANT TO BE IN 5 YEARS AS AN ENTERPRISE?
I think this makes out most of the questions need to be solved quickly and transparent in every enterprise, as the digital world, especially for agency models on all different levels, is more than a medium to connect people with brands. It’s a medium that also connects people with ideas and streamlines product development of services and digital products.
To make it simple, for what does a client needs an agency if the consultants (in most cases they where called contactors) fluctuate every 1,5 years and with them the agencies knowledge about the client and their market position.
For what does a client needs an agency if 80% of the work is done by freelancers?
For what do you need a partner that you pay 100000 $ for a service, where you know he spends 60000 $ in his office rent?
For what do you need all this, if you find solutions from people offering the identical services 2 clicks deep from google for half the price? The ONLY CAPITAL in the digital world is knowledge, experience and creativity. Machines and plants are over – i thought it’s over since 10 years but it seemes that a lot of so called smart guys still think it’s like in industrial world. Believe me – this time IS OVER! Opensource and Opencreativity is the way enterprises in this field need to reflect in their business models.
Hockeystick charts are over!
One dimensional thinking is over!
I-know-everything is over!
We-are-big is irrelevant!
Content and ideas are relevant!