MediaPost’s Editor in Chief Joe Mandese recently wrote an article titled, “Ad Execs Surprised By Rate Of Change, Had No Second Sight For ‘Second Life.’” Quite frankly, I’m not surprised. Unfortunately, many agencies are experiencing a “can’t teach an old dog new tricks” dilemma when it comes to adapting to new media and change.
Unfortunately, it often seems that mid-level agency managers are short-sighted and stuck in their ways. There is a widening gap between the old, traditional media/advertising decision-makers and those who actually “get it.” In a recent survey, 52% of CMO’s “believe that traditional, large advertising agencies are ill-suited to meet online marketing needs.”
One might predict massive changes and upheaval at traditional Advertising & Media Agencies as holding companies shift weight into digital resources. At Publicis, the transformation is already underway. Ikea just announced that Agency.com will be it’s agency of record for all media. This is a significant development – previously, online ad agencies have taken direction from traditional shops but there is now evidence that this is reversing.
Related Links:
The End of The Big Advertising Agency
Internet Ad Shops Are Crossing The Digital Divide, WSJ 2/9/07
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February 9, 2007
Advertising, Advertising Agency, Interactive Advertising, Marketing, Marketing Blogs, Marketing.fm, Technology