Planner Reads

who says the future needs an advertising agency?

the agency of the future can’t be built by just adding tail fins and Goofy’s nose

A quick disclaimer: the views expressed here are mine alone and do not necessarily reflect the views of my employer.

Apparently there’s a roaring interest in a model for the advertising agency of the future. My aim for this post is to address some of the ideas put forth by others, weigh the usefulness of today’s agency objectively, and make a bit of a prediction myself. There’s little fun in making bold predictions about the future without a debate – so dig in and offer up a point of view in the comments, if you please.

Some smart ideas already presented:

Joseph Jaffe says the future will be made up of two kinds of agencies: the idea generators and the executors of those ideas. Bob Greenberg, who has a considerable interest in his own agency, R/GA, looking like the agency of the future, thinks that the agency of the future will hold court over digital technologies and interactions for the brand. Ben Malbon, the nice chap who heads up BBH Labs, a sweet future-y morsel nestled inside BBH, believes that crowdsourcing, or ...