Reconsidering the advertising industry

Dec 10, 2008 by Dirk Singer

Is the title of a presentation from the Future Lab, that’s relevant for any marketing agency – advertising or otherwise.

Key points:

Slide 17, what clients want from their agencies when it comes to digital: Not surprisingly, leverage online communities (94%), use technology the agency recommends (92%) and interactive / digital skills (79%) all scored highly. Less important? An expert you wheel out – 43% mentioned having a chief digital officer.

And slides 33-34, some quotes from agencies that hardly do us proud:

“We knew that it wouldn’t work, but the client wanted it. So we made it happen. After all, under all the gloss, we must accept that we are prostitutes.” (apparently from the head of business development of an agency, talking about a well known global campaign).

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