If you want a good idea of where your agency should be going, eat your lunch outside, and watch people. What do you see? He’s got his nose in a smartphone, and she’s sitting on a bench staring at a laptop.
These are the customers that companies want and that agencies know how to find, but given the world’s shift to digital, some have predicted the extinction of ad agencies as we know them.
In fact, an anonymous survey from RSW/US found that 320 marketing and agency leaders see a bleak future for agencies that don’t go digital. Some even predict that the agency world will either be niche, nonexistent, or extinct.
I, however, prefer to think that agencies will survive — but only if they adapt.