The future of advertising agencies is in some doubt, as evidenced by a decline in recent years. It is reasonable to suggest that advertising agencies in their current form are an endangered species.  Can you tell me of an advertising agency that is as profitable today as it was ten years ago? The problem with […]

The future of advertising agencies is in some doubt, as evidenced by a decline in recent years. It is reasonable to suggest that advertising agencies in their current form are an endangered species.  Can you tell me of an advertising agency that is as profitable today as it was ten years ago? The problem with advertising agencies to a very large extent starts with the term “advertising agency”.  “Advertising” is only one of the many avenues for communication, and communication is only one of a range of tools in the marketing kit bag. The word “agency” stems from the fact these organisations have traditionally survived on commissions from media and other production related sources – commissions which industry is increasingly reluctant to pay. In my view, if these businesses are to survive, they need to learn from other professional service providers – in particular, accountants, lawyers and management consultants. Key…