The Agency of the Future? You are kidding correct?

I really am sick of hearing this. Been seeing people write blogs and articles about this for quite some time. The reason is because many Agency’s tend to pick a specific advertising channel, become strong in it, then work hard to defend their vested interests in the face of technological and social change. There is also this ‘BIG LIE‘ being told that the ‘Agency of the Future‘ is supposed to be something concrete. Like one format is the only one that works.
Starting with the 70’s in the face of dramatic and rapid change this discussion has gone on every day of the year. The problem today is that we have too many people with opinions at too many companies and individual businesses who all can blog, tweet etc. We also have too many people involved in providing news so that editors must justify salaries by finding filler for their print and web pages.
The Agency of the Future is TODAY. This Agency has the following 10 traits:
1]   Focuses on the Client’s need first, second and third. Which is SELLING
      SOMETHING!
2]   Focuses on a Return on Investment for their Clients and spends the Clients
      money wisely.
3]   Has Talented People and Connections.
4]   Has the answers the Client seeks even if they have to go outside their
      Organization to find them.
5]   Constantly Evolves with the Times and Technologies.
6]   Is willing to cannibalize existing entrenched interests when it benefits the
      Client, and should look at this as paths that lead to new streams of    
      revenue.
7]   Is not tied down by location.
8]   Has the Cojones to tell the client the truth even if this means a reduction
      in their revenue bookings.
9]   Everyday thinks about what kind of Value to they bring to the
      Sales Channel.
10] Gives unbiased sound Advice and remembers without Customers for their
      Client, the Client does not exist!
Please note I have omitted the words: Creative. Social Media. Conversation.

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About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
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