Agency Lunches are going to cost more.
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The document humorously depicts the evolution of advertising agencies, highlighting the increasing complexity and challenges that arise as new roles and technologies emerge. It questions whether collaboration among a growing number of creatives is effective or leads to confusion and chaos. Ultimately, the authors seek insights from industry leaders to understand the future of advertising and the impact of digital transformation.
![Until real change happens,
collaboration lives only in stock
photography.
[seriously! look at this image! can you feel it?]](https://image.slidesharecdn.com/sxswagencystructure-100818110356-phpapp01/85/Agency-Lunches-are-going-to-cost-more-24-320.jpg)
Agency Lunches are going to cost more.
- 1. Agency lunches are going to cost more.
- 2. Long long ago in an agency not so far away...
- 3. There were just two folks Art Director Copywriter
- 4. They made ads...fun ads - for newspapers, magazines, radio and TV. Fun times!!!! Check my cool layout bro! Art Director Copywriter
- 5. Then someone was like.... Um...guys, we should, like, listen to what people really want before selling.
- 6. Then the big guy was like.... Hire all them planning folks
- 7. The planner came along... Hey guys! Yeah, She’s I’m the voice of whatever! pretty! :D the consumer. Account Planner
- 8. Over time, they learned to work together Sure! Bro, you know you and I Go team!!! are the “real” team right?
- 9. Then another day, someone said Have you guys heard of this new thing called the Internet?
- 10. Then the big guy was like.... Hire all them website folks
- 11. So came the interactive folks. Yeah....about that. Y go do ou Yeah....we’ll call Hey guys! your binary thing you when we’re I have some in that room. done here. cool ideas HTML Gal
- 12. The story continued...and more people joined Flash Guy App Guy
- 13. Then the big guy was like.... Heck, just hire ‘em all.
- 14. Then at one point, no one had a clue. There’s an app for that! It’s our idea dammit I hate you guys! What’s the Can we get some strategy? NO! integration here???? That’s an objective!
- 15. Then someone else said... Um...guys, people are talking shit about your ads and your brands.
- 16. Then the big guy was like.... Aw...hell!
- 17. And then they hired this new guy. Social Media Strategist I wear a top hat because I think I know more than you guys.
- 18. Then some blogger somewhere says.... Everything else is old FYI: bro! It’s all digital. Despite the hair, this is not a sketch of Faris Y akob (who btw is THE BIG IDEA IS awesome!) KING!!! All else is secondary! Collaboration, man! That’s all!
- 19. Then everyone was even more confused. What in the world is “digital copy”? I’m still rocking the top hat! Dude, I’m an Art Director. WTF do I do on your twitter campaign? My audience doesn’t have smartphones, but making apps feels good!
- 20. Then the big guy was like.... Dammit! The agency team lunch bill is HUGE!!!! Fire half those folks.
- 21. What Next???
- 22. Getting teams to work is hard enough. And it’s becoming tougher everyday as we add new dimensions to what it means to communicate a brand experience.
- 23. It’s easier to blog about new agency models than actually get down to it and change things. Is the Art Director + Copywriter combo dead? Can too many people on the team cause sheer chaos? If you have multiple "creatives" collaborating - what holds them together? Are we expecting one person to do (too) many things? Will hiring new talent actually solve my agency's problems? It’s our idea dammit
- 24. Until real change happens, collaboration lives only in stock photography. [seriously! look at this image! can you feel it?]
- 25. Hi!
- 26. @GautamRamdurai Hi! We’re students of the VCU Brandcenter and we think about this stuff a lot. So we decided to get some answers.... @RachelMercer
- 27. We found THREE awesome people Rick Webb, Edward Boches, Ben Malbon, Owner, The Barbarian CCO at Mullen. Executive Director of Group. Innovation. He’s a changemaker and Rick is awesome at the perfect bridge In the past few years BBH multiple levels - he’s between “traditional” and Labs, run by Ben Malbon solved the whole "how do “digital”. He epitomizes and Mel Exon, has we make money on the that you don’t have to be become the go to web" problem and that in your 20s to crack the resource for anyone whole "what is the future of digital code. curious about the future of advertising" problem. advertising. His vision for the industry parallels his extraordinary intelligence.
- 28. And we hope to ask them some such tough questions... Provided we get to...at the SxSW Interactive Festival. Hey guys! I have some questions
- 29. So, if you think this will be a valuable discussion, please vote for our panel here: http://panelpicker.sxsw.com/ideas/view/7665
- 30. Thanks I’m still rocking the top hat!