There’s an excellent article in AdAge… The end of advertising and media as we know it, by Dave Morgan. He takes Sir Martin Sorrell (The Poisoned Dwarf) to task for his simplistic views on the impact of new media and the digital revolution. As I have written about many times, BDA’s (Big Dumb Agencies) are like dinosaurs admiring the meteor that’s about to destroy them. Whatever they may claim about their new capabilities, it’s all a crock. I’ve worked in too many of them over the years not to understand that they are intrinsically incapable of fundamental change. It’s in their genes. As Dave says… “Surviving and succeeding in service businesses like advertising will require lighter, faster, nimbler and more flexible approaches. Light, fast, nimble and flexible are terms not generally used to describe companies in traditional advertising media. Anyone with a heavy cost structure better watch out.” I couldn’t have put it better myself!
Waddya mean? I'm as light, fast and nimble as the next dinosaur!
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