“Are Big Ad Agencies So Clueless That Corporations Should Avoid Them?”
The above is not my headline; it’s Bruce Nussbaum’s from Business Week. He delivers some stinging criticism at large, traditional ad firms that he feels are too out of touch with the varied audiences in today’s fast-changing communications environment. Specifically, Nussbaum says, “Today, most [big agencies] don’t know about consumers and don’t know much about social networking and Web 2.0 technology either.”
Different age groups are now using vastly different communications tools. New strategies and insights are needed to keep ahead of this new media wave. Unfortunately, as Nussbaum and others point out, some big agencies appear to be navigating this major marketing transition with all the deft of an oil tanker taking on a slalom course.