Comments on: Ad Agency business model not innovating or evolving http://www.marklives.com/wordpress/2009/09/ad-agency-business-model-not-innovating-or-evolving/ Media, marketing, design and advertising translated for the rest of us Mon, 06 Feb 2012 10:48:21 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Steve Schildwachter http://www.marklives.com/wordpress/2009/09/ad-agency-business-model-not-innovating-or-evolving/comment-page-1/#comment-5100 Steve Schildwachter Wed, 23 Sep 2009 12:17:17 +0000 http://www.marklives.com/wordpress/?p=814#comment-5100 The analysis put forth in your post applies to the U.S. advertising business as well. Here in the States we can distract ourselves with tangential issues like bureaucratization at large agencies, siloed organizational structures and the artificial separation of media and creative. We also distract ourselves with artificial solutions. The root of the problem, however, is what you identified: we are using essentially the same business model we did for most of the 20th century. The irony is that the changing media landscape and the advent of technological tools should make advertising better and more measureable -- hence, more worthy of value-based compensation. My blog covers these issues and I invite you to comment: http://admajoremblog.blogspot.com. Also I have posted to SlideShare a one-page history of the advertising business that lends credence to your analysis -- and offers hope for the 21st Century. The analysis put forth in your post applies to the U.S. advertising business as well. Here in the States we can distract ourselves with tangential issues like bureaucratization at large agencies, siloed organizational structures and the artificial separation of media and creative. We also distract ourselves with artificial solutions. The root of the problem, however, is what you identified: we are using essentially the same business model we did for most of the 20th century.

The irony is that the changing media landscape and the advent of technological tools should make advertising better and more measureable — hence, more worthy of value-based compensation.

My blog covers these issues and I invite you to comment: http://admajoremblog.blogspot.com. Also I have posted to SlideShare a one-page history of the advertising business that lends credence to your analysis — and offers hope for the 21st Century.

]]> By: Arthur Charles Van W http://www.marklives.com/wordpress/2009/09/ad-agency-business-model-not-innovating-or-evolving/comment-page-1/#comment-5015 Arthur Charles Van W Tue, 22 Sep 2009 06:30:14 +0000 http://www.marklives.com/wordpress/?p=814#comment-5015 It's that textbook education thing peering its ugly head again. For some reason or the other advertising people are required to be textbook trained before any agency will employ them. And then the textbook education is converted to textbook strategies and campaigns, i.e. "focus on winning awards. screw the client". This is then perpetuated and further inculcated as you move up the ladder. And there is no textbook that teaches "outside the box" at the AAA or Vega. It’s that textbook education thing peering its ugly head again.
For some reason or the other advertising people are required to be textbook trained before any agency will employ them. And then the textbook education is converted to textbook strategies and campaigns, i.e. “focus on winning awards. screw the client”.
This is then perpetuated and further inculcated as you move up the ladder.

And there is no textbook that teaches “outside the box” at the AAA or Vega.

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