George Parker: Do You Have A Clue As To Exactly What Business You’re In?
George Parker is the perpetrator of adscam.typepad.com. Every week he shares his opinions on the advertising world with PSFK.
There is no doubt, the advertising agency business is in a state of flux, some would argue it is in a state of decline, I would be inclined to say it is on a slippery slope towards oblivion. But then again, I’ve always been prone to exaggeration, hyperbole and bullshit in general. However, anyone with a modicum of good sense and the price of a couple of pints realizes the traditional advertising agency model, as exemplified by the majority of BDA’s, is toast.
Oh yes, they all vociferously proclaim their new media, social networking, word of mouth, crowd sourcing, viral thingy capabilities, and how they are destined to be the “Agency of the Future,” but deep down inside, they resist true change, because their business model cannot be sustained without the life blood of the same-old, same-old, massively expensive branding campaigns through traditional media platforms. Yes, they will bolt on Facebook, Twitter and YouTube tchotchkes to prove that they get it, but in reality, they don’t.