More Campaign mag goodness
Certainly worth a read. Campaign's Deborah Bonello tries to bring some order to the chaos as she takes on the oh so simple task of predicting The future for Agencies.
She does a good job of pulling together a lot of quotes and comments from many senior players in adland into a single piece. Here are just a few:
Maurice Levy (Publicis): Consumers are now "enlightened despots" ...
Martin Brooks (Zulu): Anyone who sits in an ad agency and says brands are created by agencies is talking absolute rubbish - it is consumers who create brands now.
Nigel Morris (Isobar/Aegis): Our view is that you cannot buy enough time to reach consumers because it is so fragmented and the cost of mass delivery has gone up so much. But if you create something that they really like, you can have them for five hours.
Sir Martin Sorrell (WPP): It's very difficult because you can't take away the digital part from an established business because that's where the growth is. On the other hand, if you're an established business you tend to be more naturally focused on established areas. There are many others.
The question of integration is raised, as are some good points regarding the meaning of the changing markets for agencies and independents.
Technorati Tags: advertising, business.models
Tuesday, September 19, 2006
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