Of course we all know the old adage, "in the land of the blind, the one-eyed man is king." Well, in agency life today the phrase might be restated thusly, "in the land of the blind, the one-eyed man gets reported to HR."
I've been riding the "integration" bronco for over ten years now. For some of that time, I sat in a traditional agency. For some of it, I was with digital agencies. For some of that time, I was gainfully unemployed.
Fuck "new agency models." Fuck various and sundry agencies of the future. This is really simple. To survive and prosper, an agency must have the ability to own the brand, to be a thought-leader. To set the tone. They must combine that with a deep understanding of the power of one-to-one communications. Finally, they must also be fast.
This isn't alchemy. There are people who can think big and apply it through all sizes. But as an industry we are so caught up in banality that no work actually happens.