Levine, Huntley, Schmidt and Beaver.
Needham, Harper and Steers.
Benton & Bowles.
Ally & Gargano.
Kenyon & Eckhardt.
Dancer Fitzgerald Sample.
Lord, Geller, Federico, Einstein.
Over the next fifteen years or so, which of today's traditional agencies will join the defunct ones listed above? The shops on my list didn't all of a sudden sink into suckdom but they did, for the most part, become obsolete because they failed to adjust to the changing world.
Now this comes in from England, the land of clotted cream and innovative agencies.
"Online media is set to transform the marketing services industry and will destroy the old model of agencies that base campaigns on 30-second television ads. In future, television, print and other executions are likely to be the extra sparkle on top of campaigns that begin online."
Here are some other quotations I've excerpted (with full journalistic integrity--if that ain't an oxymoron):
"Agencies producing mainly television ads will be "boutiques" and the digital agencies the mainstream shops."
"TV is no longer a lead medium for many brand owners and this is something established agencies fail to grasp. It is becoming a support medium, even for big brands. Its role is shifting rapidly towards digital."
You can find the entire Marketing Week article here: http://www.marketingweek.co.uk/item/56543
Of course, this could be the laserdisc of advertising trends. In other words, it might never happen. One thing I know is happening though. It's the giant sucking sound of dollars heading online.