In Focus

6 digital agency survival tips for 2010

Liz Ross
Media Planning & Buying Posted on January 04, 2010

Looking ahead

It's that time of year again. Only a couple weeks ago, honey glazed ham, mashed potatoes, and fighting with hoards of people over $15 DVD players in the aisles of Wal-Mart was all the rage. And although the holidays are now behind us, two types of articles are still in season -- the first being the much anticipated and expected lists of the "best" and the "worst" campaigns, products, and songs of the year past. The other common article type consists of predictions and proclamations for the year ahead. This is one of the latter.

Looking to survive in the ever-changing agency world? What follows is some proverbial food for thought for digital agencies in 2010. I hope some of them prove to be valuable for you and your business.

And now, without further ado, here are top six agency survival tips for the coming year. 

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Comments

Tom Kasperski
Tom Kasperski January 6, 2010 at 2:07 PM

I agree with most of your comments, but disagree with a few.

"Digital agency". There's nothing wrong with the label.The "360", "full service", "integrated", 'we can do it all' marketing agency is a myth, perpetuated by agencies who want to sell more services and build a castle wall around their clients.

Specialization is an advantage. I don't want a foot doctor doing brain surgery on me.

You say "all communication is delivered through digital channels" and "we need to create stories...", and then go onto say "The days of people waiting to receive our messages are over". I agree with the later.

Agencies that view consumers as a passive audience: viewers, listeners, or readers are doomed for the ash heap. Agencies that view consumers as active participants, doers, users, or creators will succeed.

Marcom should be something people choose to participate in.

Steve Parker
Steve Parker January 6, 2010 at 11:15 AM

Liz, nice post but I have to disagree with the first tip. Being a digital agency is an asset, not a detriment. I've written a blog post in response to this at http://levelwing.com/blog/?p=139

I believe your other points are valid but as for digital the mark was missed.

Adam Kleinberg
Adam Kleinberg January 5, 2010 at 4:48 PM

Great article, Liz. I appreciate that not only do you advise us to tell stories, you tell us stories to illustrate your point.

I appreciate your comment that "the very idea of a digital agency is irrelevant." I find it just silly to read articles about how interactive agencies are "finally ready" to take the lead for brands. At this point, if you're agency isn't "interactive" you're probably on your way out of business.

Liz Ross
Liz Ross January 5, 2010 at 1:31 PM

Thank you both of you for your comments. I agree with you that storytelling is the key to moving the business forward. Best, Liz

Michael Margolis
Michael Margolis January 5, 2010 at 3:38 AM

Thanks for speaking so profoundly about point #4 and the need for better and more authentic storytelling.

I teach brand storytelling to ad execs and we often have to go back to the basics of relationship, communication, and meaning at the heart of a brand.

It also gets more interesting...since in today's social media world, your brand is only as strong and real as the stories that people tell about you.

If any of your readers are interested, I've recently published a storytelling manifesto for change-makers and innovators. Anybody can download a free digital copy at http://www.believemethebook.com

Martin Weinberg
Martin Weinberg January 4, 2010 at 8:11 AM

Excellent insights. It's important to take time to reflect on where we are in context to the world around us. In this industry it's easier to miss the moment when today's innovation becomes tomorrow's status quo. I like the perspective that our business is about being good storytellers. Tools and techniques come and go, but a good story will always be essential to our experience as human beings.