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Greg Ness

The Agency Of The Future Is Arriving Too Late

I keep reading all these stories about the agency of the future. Like this one, and this one, and this one.

Who has time to wait for the future? Most businesses want new ideas and thinking that can help them now. They don’t have time to wait while some marketing firms attempt to evolve.

The future materialized several years ago, and prescient people like Doc Searls, Christopher Locke, Rick Levine, and David Weinberger boldly announced its arrival by inviting us all on the cluetrain.

Oh, and one other thing: Why do so many people still use the term “agency?” If you are going to discuss marketing’s present and future, it seems counterproductive to use a descriptor that is an anachronism from a now out-dated business model over a century old.

Posted in: Advertising, Marketing