Following my post on Saatchi2.0 I would like to talk more about the subject of agency2.0.

What does a future advertising agency look like? What is its role, its structure? What can we learn from pure digital agencies and other online businesses in general? What can a traditional agency do to stay alive and revive?

In the Businessweek interview I mentioned earlier, I read that Saatchi & Saatchi has tried to buy a digital agency Blast Radius. It didn’t work out since Blast Radius merged with Wunderman, a large direct marketer. What is the real reason behind this? Was it a cultural difference or a pure strategical decision?

After some short research (I will come back to this subject). I found some well known insights digital agencies come up with:

• stop annoying customers, start engaging
• stop delivering ads for clients, start delivering strategies on advertising
• get insights through data, customerinfo and testing

I my opinion the field of advertising is only getting more interesting since agencies must and can focus on their core business “ideas”. And they get more means to generate and spread these ideas.

Looking at how this could look like in practice. I did check the Nitro website. What do they do for a living? As they say, they deliver:

• Innovation
• Communications
• Digital

some links on the subject:

The agency of the future
The agency of the future 2
The agency of the future 3
The agency of the future 4

Technorati Profile

How does a traditional agency adapt to 2.0

On ideasonideas.com Saatchi & Saatchi CEO Kevin Roberts answers some questions following an interview in BusinessWeek last December. On youtube I find an interview with him from a few weeks ago.

It is interesting to see how a agency like Saatchi is struggling to keep up in the digital age. With Kevin Roberts it is all about Lovemarks. So now with all the new possibilities it is just about digital Lovemarks, isn’t it?

What I miss in the interviews is some good examples of digital Lovemarks. On ideasonideas.com Roberts comes with a few examples as the bestinjest campaign. But what I miss is the real emotional connection where the lovemarks stand for.

In my opinion it is even easier now a days to really move people because of the smooth distribution. I always put it like this: One thing never changes.. Human

• with all the social networks > we can still feel lonely
• grandma still loves us > only now digital

(Digital Photo Frame)

ps. There is a Saatchi office in Geneve