Will ad agencies ever become obsolete?

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Well, no and yes. If by ad agencies you mean media purchase, fees, oversized structure, unchanging entities that don’t adjust accordingly, then yes. Now, understand that our industry as a whole is always trying to establish the next next thing. Some people survive on creating those totems. Those people go to events like sxsw do talks, they write articles, write books, and as they feed people and we eat this crap a culture/zeitgeist is formed. That’s pretty much a behavior, to stay relevant and create other outlets to make money, people do that. Look as long as capitalism, free market exists, our biz is safe. Sure, like car companies that use robots instead of people to make the 🚗, we too are bound to change. Maybe ad agencies will not the nomenclature. But creating a competitive edge to capture people attention and shift their attitude over a product will always be on demand. My advice, understand the big picture, don’t drink the articles and to satisfy your fears thirst. Drink the article so you keep your knowledge and capacity to antecipa-te hydrated.

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Aren’t they already?

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I want R/GA to stay in business, just so the person/people running their Twitter account can keep going. ✨

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Never felt so much pressure to understand data, marketing effectiveness and how to business connsult than the last two. I don't really make ads that much anymore and miss it.

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ya of course, at some point.

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Not as long as there are media platforms, products, and the Super Bowl.

Let’s also take a step to look at the systemic problem that large agencies are facing: their client rosters in themselves. Large fortune 100 companies are monolithic and need to modernize with the times.

I always find it funny because agency structures are typically built to parallel client structures. It can’t all just be about the agency of the future, brands need to evolve too (e.g. look at toys r us, etc). Putting the onus all on agencies is a scapegoat; agencies have played a part in accelerating the bloated model, but it’s a give and take with our clients.

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