RGA + a model.
"More has happened during the last 9 months to disrupt the advertising business than in the last 9 years combined." How about that for grabbing our attention? Bob Greenberg and Barry Wackman form RGA share their thoughts about the industry, digital and not, at the Advertising Week conference.
The internet can come back to what it was, but it will never be the same.
Campaigns come and go. And Ad Agencies thinking of digital always try to develop campaigns for the digital world. But campaigns always live in a cycle. But today we face platforms, something rooted in utility, that consumers use again, again and again. A platform is integrated into the life of the consumer. (example: Nike +)
The opportunity for the digital age is to create platforms and to develop campaigns to support them.
The following statement is probably the one that I would like to integrate into my daily life at the agency:
"RGA is built to interface with very senior clients, because tRGA deals with innovative ideas and if you don't deal with the right level, these ideas tend to get kill"
Collaboration seems to be the constant reference in the ad world of today and tomorrow.
You can't think of silos, every thing has to be integrated. Because silos tend to be competitive with each other and hardly achieve the client's needs.
The model of the digital world? Creative is in house, analytics is in house, and production is in house.
And how about talent?Some people are thinkers, some people are doers, others are conceptual, and in the digital space the differences are getting more complicated.
And what now?
Big agencies will need to get smaller. (deconstruct and grow?) And small agencies will need to specialized and integrate better with partners.
You either will have to be the best at what you do, or the least expensive.
