Your ideal agency - a video
iMedia Connection had a great piece in their mailing today: What the perfect agency looks like, a video of brand managers revealing how agencies can (and should) evolve to meet their needs. Have a watch.
What’s great about this is that the managers on the video all seem to prefer more specialized work —- perfect for freelancers and specialized writers. The video suggests that, although generalists who overpromise and underdeliver aren’t actually going anywhere anytime soon, they’re going to start losing out to people who can do specific tasks extremely well.
I for one have worked with too many agencies who sell clients on being the best, say, Web designers and developers in western Canada but then end up failing to provide real results because they don’t have a Web analytics guru on staff, they haven’t even considered usability and the designer they assign to the job is actually a print designer (Web guy was too busy). Enough with the generalists trying to do work they don’t respect and aren’t qualified to do.
So with all those specialists, who is going to be the person to bring them together into a cohesive whole?
This video suggests that there’s a need for a different kind of agency: one that can bring all the channel-specific agencies together to create cohesive online and offline campaigns and strategies. Who will be that agency? And how can freelancers like myself get in there? 