Why Agencies Need to Adapt or Die.
My friend Justine started her own agency in Melbourne (called The Village Agency), and it is KILLING IT. I have a lot of respect and admiration for Juzzy, and I agree entirely with the thinking behind her shop - you don't need an impressive foyer, a rockstar (mostly useless) ECD or a brand-unto-him/herself CEO to do the best work, and carve out a precious margin. And the longer agencies cling to the alleged importance of broadcast/shout and hope advertising, the quicker they will find themselves lost in the cold, clinging to their Lions and begging to be retrained in 'Tennis Communications'.
There are new ways to work, and Justine outlines her thinking in this video. I think we'll all end up working for people like Justine.