Sorrell (and other holding co’s) Need New Bosses

So I read with interest and gentle laughter this story http://tinyurl.com/yld3nsr about Sir Martin Sorrell foretelling that those “companies that win are those that innovate successfully”.

And so it seems those of us who grew up in the big agency environment who screamed, hollered and pounded our fists on the table that digital deserved more attention (10 years ago) were right. There, I’ve said it. We were right.

Sorrell also says during his opening remarks at Ad:Tech that “the people who run agencies tend to be of older vintage”. Well Sir Martin, may I suggest you consider replacing some of those people with more progressive thinkers.

Change is constant. There’s no denying that. And yes, it’s cliche to say, but in the past 10 years look at what technology has done to the advertising/marketing industry. But there’s plenty of progressive thinkers out here leading new marketing partners.

I don’t even like to refer to us as an “agency” – because there’s still an old school perception attached to “agencies”. We’re not just an agency. We’re a technology partner. We’re an analytics and customer insight partner AND we’re a great creative partner. Those core competencies function outside the silos of direct, digital, PR and general advertising. These competencies allow us to understand the consumer and the channels of media/information they consume, the products they consume and why they do so.

There are some great smaller, nimble shops out there like Emerge. They all share one thing in common – the ability and desire to see the landscape and to change accordingly.

L’est we all forget my favorite definition of insanity – “Doing the same things…and expecting different results”. Well Sir Martin, if you’re not getting the results you want, I suggest changing what you’re doing and installing people in your agencies who embrace the world we live in today..not the one we lived in 10 years ago.

Cheers!

Advertisement

---