Comments on: The agency of the future – Adam Ferrier http://www.markpollard.net/the-agency-of-the-future-adam-ferrier/ By Mark Pollard Tue, 09 Mar 2010 04:39:13 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Iconic88 http://www.markpollard.net/the-agency-of-the-future-adam-ferrier/comment-page-1/#comment-2525 Iconic88 Mon, 01 Feb 2010 03:53:53 +0000 http://www.markpollard.net/?p=905#comment-2525 Some great thoughts here and the tip of the iceberg IMHO.<br><br>I'd add these traits:<br><br>11. highly flexible and responsive.<br>- online, it's all about real-time search. Things move as fast as a tweet or status update.<br>12. hugely focussed on ROI.<br>- if your client isn't getting their bang for their buck, they'll go elsewhere. Loyalty is as good as your last result. <br>13. modular.<br>- if your agency doesn't have the talent, contract it in. Some of your best needed talent works from home looking after family etc. It's all about hiring the best and keeping them happy. Obviously agree to targets and regular meetings.<br>14. Transparent and open.<br>- open to ideas from anywhere.<br>15. Reward people for sharing and contribution. <br>- Reinforces all the necessary behaviours outlined above.<br>16. Entrepreneurial and innovative<br>- the agencies of the future will be more risk savvy to try new things to establish a leadership role in their industry and their clients industry.<br>17. Educational<br>- the agencies of the future will empower their clients to become more involved in new marketing channels. Why? because they won't be as successful in their campaigns if they weren't.<br>18. Faciliator<br>- the agencies of the future will facilitate the conversations between brands and their clients<br><br>Thanks for the great post. Some great thoughts here and the tip of the iceberg IMHO.

I'd add these traits:

11. highly flexible and responsive.
- online, it's all about real-time search. Things move as fast as a tweet or status update.
12. hugely focussed on ROI.
- if your client isn't getting their bang for their buck, they'll go elsewhere. Loyalty is as good as your last result.
13. modular.
- if your agency doesn't have the talent, contract it in. Some of your best needed talent works from home looking after family etc. It's all about hiring the best and keeping them happy. Obviously agree to targets and regular meetings.
14. Transparent and open.
- open to ideas from anywhere.
15. Reward people for sharing and contribution.
- Reinforces all the necessary behaviours outlined above.
16. Entrepreneurial and innovative
- the agencies of the future will be more risk savvy to try new things to establish a leadership role in their industry and their clients industry.
17. Educational
- the agencies of the future will empower their clients to become more involved in new marketing channels. Why? because they won't be as successful in their campaigns if they weren't.
18. Faciliator
- the agencies of the future will facilitate the conversations between brands and their clients

Thanks for the great post.

]]> By: randomreader123456789 http://www.markpollard.net/the-agency-of-the-future-adam-ferrier/comment-page-1/#comment-2486 randomreader123456789 Thu, 13 Aug 2009 08:01:07 +0000 http://www.markpollard.net/?p=905#comment-2486 I particularly like comment" 7. Doesn’t get caught up with who is and is not a ‘creative’ (?)" <br>There has been and still is an 'us and them' mentality between creatives and 'non' creatives in a large number of agencies primarily driven by the creatives themselves. <br><br>Wondering out loud, I can't help but believe that unless this divide is broken down, then creatives in the 'agency of the future' will be traded like commodities more so than they are now. We can see the beginnings of this every time an agency 'moves' on creatives to re-energise themselves as oppose to providing the tools to keep the relationship fresh and creatives creative so to speak I particularly like comment” 7. Doesn’t get caught up with who is and is not a ‘creative’ (?)”
There has been and still is an 'us and them' mentality between creatives and 'non' creatives in a large number of agencies primarily driven by the creatives themselves.

Wondering out loud, I can't help but believe that unless this divide is broken down, then creatives in the 'agency of the future' will be traded like commodities more so than they are now. We can see the beginnings of this every time an agency 'moves' on creatives to re-energise themselves as oppose to providing the tools to keep the relationship fresh and creatives creative so to speak

]]> By: randomreader123456789 http://www.markpollard.net/the-agency-of-the-future-adam-ferrier/comment-page-1/#comment-2271 randomreader123456789 Thu, 13 Aug 2009 01:01:07 +0000 http://www.markpollard.net/?p=905#comment-2271 I particularly like comment" 7. Doesn’t get caught up with who is and is not a ‘creative’ (?)" <br>There has been and still is an 'us and them' mentality between creatives and 'non' creatives in a large number of agencies primarily driven by the creatives themselves. <br><br>Wondering out loud, I can't help but believe that unless this divide is broken down, then creatives in the 'agency of the future' will be traded like commodities more so than they are now. We can see the beginnings of this every time an agency 'moves' on creatives to re-energise themselves as oppose to providing the tools to keep the relationship fresh and creative creative so to speak I particularly like comment” 7. Doesn’t get caught up with who is and is not a ‘creative’ (?)”
There has been and still is an 'us and them' mentality between creatives and 'non' creatives in a large number of agencies primarily driven by the creatives themselves.

Wondering out loud, I can't help but believe that unless this divide is broken down, then creatives in the 'agency of the future' will be traded like commodities more so than they are now. We can see the beginnings of this every time an agency 'moves' on creatives to re-energise themselves as oppose to providing the tools to keep the relationship fresh and creative creative so to speak

]]> By: Charles Baker http://www.markpollard.net/the-agency-of-the-future-adam-ferrier/comment-page-1/#comment-2264 Charles Baker Sun, 02 Aug 2009 19:27:29 +0000 http://www.markpollard.net/?p=905#comment-2264 "Gets paid for ideas, not just executions (?)" - This is something that I would like to learn more about. Its incredibly important. “Gets paid for ideas, not just executions (?)” – This is something that I would like to learn more about. Its incredibly important.

]]> By: scotlanddrummond http://www.markpollard.net/the-agency-of-the-future-adam-ferrier/comment-page-1/#comment-2260 scotlanddrummond Thu, 23 Jul 2009 02:14:56 +0000 http://www.markpollard.net/?p=905#comment-2260 Nicely done Adam.<br><br>A couple of quick questions though, not just for Adam but for everyone reading: with an increasingly fragmented agency market aren't we likely to see some agencies try to consolidate many offerings onto their rate card?<br><br>And related to this, in a not-too-distant future with many different fragmented agency models, how do we begin to tackle the elephant in the room - the challenge clients face in managing their portfolio of agencies and getting agencies to play nicely with each other?<br><br>Running an integrated strategy across proliferating agencies, a strategy which includes multiple tactical executions in the shorter-term and perhaps a longer-term social strategy, is hard enough already. Is it likely to get even harder given the possible future you present here? Nicely done Adam.

A couple of quick questions though, not just for Adam but for everyone reading: with an increasingly fragmented agency market aren't we likely to see some agencies try to consolidate many offerings onto their rate card?

And related to this, in a not-too-distant future with many different fragmented agency models, how do we begin to tackle the elephant in the room – the challenge clients face in managing their portfolio of agencies and getting agencies to play nicely with each other?

Running an integrated strategy across proliferating agencies, a strategy which includes multiple tactical executions in the shorter-term and perhaps a longer-term social strategy, is hard enough already. Is it likely to get even harder given the possible future you present here?

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