This is exhausting: "We need to creatively destruct the idea of a monolithic agency. We need to advance more flexible and fluid models that expand and contract effortlessly, based on client needs. We need to be able to bring in new expertise when needed and drop old expertise when it doesn't have any value anymore. Agencies need to explore more "free agent" and distributed team models, utilize social technologies to encourage collaboration and co-creation."
Well, "we" don't actually need to be told what to do, but on it goes..
So, what will the agency of the future look like?
· Much smaller.
· Focused on strategy and creative leadership, supported by account management.
· A Chief Marketing Technologist will work as a team with the Creative Director.
· Media Planning and Media Buying will become two separate divisions. Again.
· A small pool of full-time employees and a large pool of free agent experts
The time of McMansion agencies is about to end. It's about time.
If only there was something new there we could debate it. If there's a problem with the "agency of today" it may well be that the curse of knowledge will derail its attempts to become the "Agency Of The Future. The same curse that meant Kodak couldn't create a Flickr, or why the network TV companies couldn't create a YouTube, why a major bank didn't acquire Mint before Intuit did, or why Marc Andreeson is trying to enter the browser market once again with RockMelt - because he did it once before.
How about "we" embrace "not knowing?" No comparing the old with the new with the 'yet-to-be-new.' In fact, yes, do throw the baby out with the bathwater..
And then work from the gut, not the knowledge. It could be fun and less exhausting, because one size does not fit all..