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What’s wrong with agencies?

July 20, 2007

Broad brushI’ll admit I’m using a very broad brush but let me know if you don’t agree:

Agencies…

  • are led by offline thinkers with no hands-on, indepth interactive experience
  • don’t truly understand online user/consumer behavior
  • don’t understand concepts like authenticity and context
  • believe interactive media is just another way to “broadcast” ads to consumers
  • and their media buying fee structures make online media the red-headed step child
  • focus more on winning new business vs. servicing current clients
  • continue to hype the latest shiny new objects far beyond their ability to deliver marketing results
  • believe they’re entertainment companies…and good at it
  • hate metrics and spend as little time with them as they possibly can
  • don’t understand program/campaign execution is just as important as the so-called “big idea”
  • don’t teach their clients
  • think audio, video and animation = interactivity
  • think in terms of “campaigns” and “windows” – they have a short term orientation and don’t understand interactive marketing is a long term engagement with consumers – not a window
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3 comments

  1. If this was one of those marketing surveys, I’d say I “Strongly Agree” with:
    •are led by offline thinkers with no hands-on, indepth interactive experience
    •don’t truly understand online user/consumer behavior
    •believe interactive media is just another way to “broadcast” ads to consumers
    •believe they’re entertainment companies…and good at it
    •don’t teach their clients
    •think in terms of “campaigns” and “windows” – they have a short term orientation and don’t understand interactive marketing is a long term engagement with consumers – not a window

    The other points all get an “agree somewhat”

    But your first and eighth points are going to be their biggest problem in the 2.0 arena: they are lead by guys who are too old/out of touch to truly get online as anything other than another place to run their TV commercials.


  2. Yeah, I totally agree with your last comments. You should have seen the incredulous looks I got over a year and a half ago from agency heads when I predicted BudTV would fail miserably.


  3. I hear you re: BudTV
    A lot of that has to to with the oft-noted fact that compelling content is actually quite difficult to create, a few happy “viral” accidents (eg. Mentos in Diet Coke) to to contrary.



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