Your growing digital and social Scopes of Work have generated decades of fees -- but failed to deliver reliable growth for your clients. AI will eliminate many paid manhours. What should you do?
Great post, Michael. AI will cause disruption, but that's a commoditized word, especially in advertising. It will be an interesting year or 5 for sure. Thank you for sharing. I just subcribed.
Insightful as ever, but wonder if you'd entertain a friendly amendment or dos. If I read this right, you're pegging the headwinds to a toxic cocktail of dated business models, new tech, and improper focus—agencies, especially the holding companies, more motivated by what they see in the economic mirror than a deep understanding that efficacy is the sine qua non of survival. Unarguably valid, but I think you have to a two equally powerful drivers that, while not strictly in the SOW engine room, really are shaping the industry's long term prospects—the equally volatile mix of fragmentation, message overload, and however you'd describe the graywater swamp submerging data use and rights.
Each is serving as proof that the TV-to-digital transformation isn’t delivering either as hoped for or advertised. Each is a wrecking ball on its own; in combination, they’re demolishing efficiency, advertising's ultimate value proposition.
While I'm sure that you are completely right in arguing for modernized business models and practices, I'm entirely uncertain that until we hit the trifecta of solutions—Huge, Gale, the consultancies, or anyone else—is selling much more than operational Kool-Aid. Good to quench the immediate thirst, still insufficient to end a drought.
Great post, Michael. AI will cause disruption, but that's a commoditized word, especially in advertising. It will be an interesting year or 5 for sure. Thank you for sharing. I just subcribed.
Insightful as ever, but wonder if you'd entertain a friendly amendment or dos. If I read this right, you're pegging the headwinds to a toxic cocktail of dated business models, new tech, and improper focus—agencies, especially the holding companies, more motivated by what they see in the economic mirror than a deep understanding that efficacy is the sine qua non of survival. Unarguably valid, but I think you have to a two equally powerful drivers that, while not strictly in the SOW engine room, really are shaping the industry's long term prospects—the equally volatile mix of fragmentation, message overload, and however you'd describe the graywater swamp submerging data use and rights.
Each is serving as proof that the TV-to-digital transformation isn’t delivering either as hoped for or advertised. Each is a wrecking ball on its own; in combination, they’re demolishing efficiency, advertising's ultimate value proposition.
While I'm sure that you are completely right in arguing for modernized business models and practices, I'm entirely uncertain that until we hit the trifecta of solutions—Huge, Gale, the consultancies, or anyone else—is selling much more than operational Kool-Aid. Good to quench the immediate thirst, still insufficient to end a drought.