Do you read AgencySpy?
Well, you should. If sardonic wit, biting sarcasm, no-holds-barred looks at the ad industry are your thing, then make AS part of your daily fix. The blog humors. It humbles. And AgencySpy? Well she's wonderful.
AgencySpy decided to take the time out of her busy day to spend a little bit of time interviewing me about digital agencies and the advertising business, and I even got the chance to freestyle rap.
Check out the exclusive interview by clicking here.
Here's a taste:
Digital implies cutting edge. In fact, some of the best indie digital shops seem to us like trend units. Do you feel as though that's true - that digital agencies are required to be up on all things "happening" in culture online and off? Do you clients expect that of you?Digital agencies take many forms, and many play different roles. The vast majority of roles do not require an agency to be 'hip' or 'cutting edge' or even aware of what's next. The average agency is a role player, and winds up being average in the process. And many times, 'average' is 'good enough' (like the Cyndi Lauper song from The Goonies).
But the best agencies are up on all things 'happening' in culture online and off. And for the record, an agency is not up on all things 'happening' just because they have a 'lab'. Or someone in charge of 'innovation'. A true awareness of emerging trends, technologies, and behaviors requires an agency to make that awareness part of its culture -- part of everyone that works there -- to have it come through in every piece of work. The best digital agencies (creative, media, PR, or full service) know what is emerging, and what will ultimately emerge (sometimes two different things).
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