Former associate Lou Killeffer talks about the future of the Ad Agency. Worked closely with the concept of ad agencies and their use of data for years, and he makes some useful predictions. An excerpt:
For Whom the Bell Tolls? By Lou Killeffer
The handwringing over the death of the advertising agency isn’t new, it’s been trending now for years. Ken Auletta’s most recent book, Frenemies: The Epic Disruption of the Ad Business (and Everything Else) speaks eloquently to the issues involved, most particularly in Chapter 1, “The Perfect Storm”, and Chapter 3, “Goodbye, Don Draper”. Goodbye, indeed, as the issues involved have all sprouted precisely where they were planted - in the fields of efficiency, transparency, speed, and trust.
While these issues are real, I don’t fashion myself a modern-day Jeremiah as I’ve always known that trends come and go, that there’s a pendulum in play in human and organizational, behavior. (Not to mention the continuing power of follow the leader across marketing in general and marketing executives in particular.) No, I’ve always thought that at some point the trend away from the advertising agency will reverse itself and return – if not to the point of origin then somewhere closer to the mean. Well, seems we haven’t seen the apex of the arc yet. In fact, if anything, pressure is accelerating away from the agency model and picking up speed. ... "
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