Then I began to ponder how to apply this efficiency model in a broken business model, the model called marketing services and the agencies that deliver these services to clients.
As an ex-agency person who has been on the client side for a dozen years, you’ll notice this blog is punctuated by postings that rant against agencies. “They don’t get it. They live in their cool worlds without having business experience.” And I am not alone in my thinking. Nearly every client friend I know complains bitterly about their agency. I even had one ex-client call me about a year ago (we have not worked together in over 20 years) to say she missed me. She missed me as her account person. “They just don’t get it” she said. She meant her agency.
But I love this industry. I worked as a VP at an ad agency for over a decade (NWAyer for those old timers who remember this agency with affection) and I see a failure of power delivery. I see a failure of imagination that would have allowed agencies to evolve in the increasingly complex world that clients live in.
I want to create a place where clients and agencies can cooperate to create something more productive, more efficient. Help me create a more efficient way to deliver power (aka business ideas and services) to clients.
What’s the alternating current paradigm shift of our business?
I don’t yet know what form the “alternating current” power model of the marketing industry will be.To that end, I will be creating a virtual group where we will be able to address real issues and provide practical solutions. Perhaps we create a new standards body to address technology integration issues. Perhaps there is a need for agencies to have a consistent approach to online identity management?
So to join me … just email me. I am starting with a small gathering soon. Watch this space.