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I still haven’t seen significant brand built on the back of tiktoks. Every successful modern brand I can think of still leverages the principles, and roughly the same media types, as DDB was famous for coming up with.
Attention and specificity is still a valuable product to sell, and that CAN be agencies. It just WONT be holding company agencies, because they don’t have any interest in being in the creativity business
AKQA 🙄 gtfo
You need an agency to buy media (in most situations) but do you really need an agency to create a TikTok video? Don’t most brands now have in-house capabilities. That’s the state of the agency world. It’s sad but a harsh reality.
I’m not sure there’s all that much “glory” left in the biz, but agree in principle. It comes back to the old “evolve or die” adage, and the fact is that there are some classic agency brands that have not innovated their offering in any meaningful way since like the advent of digital.