Agency 2.0

I was catching up on some feeds and blogs this weekend and found a great post at the Organic weblog about the future of the Interactive Agency - aka Agency 2.0. It includes a link to a nice presentation by none other than Clement Mok, where he discusses how traditional "advertising is broken" and the importance of integrating across channels. So I thought I would pass it along.

He claims:

I think technology-enabled marketing is ravaging the advertisingindustry. This focus on alternative channels is totally turning theindustry upside down. It will change many of the rules of what we thinkadvertising is, what marketing is, and what design is.

Amen! And he recognizes that the force driving this trend is none of other than the customer.

...customers are now more in control, telling the world what they think ofa particular product or brand. Marketers no longer have full control ofmessaging their brands. Principles of Web 2.0 are now gaining ground,offering more control and power to users. Ad agencies are ill preparedto adapt to these technological changes, let alone harness the use ofthese new technologies.

Hopefully, the Agencies are listening - or they will be left in the dust as their ad dollars go directly to the source as their customers realize they can't deliver on many of their old 'smoke and mirror' promises.

Technorati Tags: newmarketing, Marketing, Customer, Web2.0