Who says the future needs an advertising agency?

I’m not saying for certain that there won’t be agencies in the future, only that the future doesn’t necessarily need agencies. Just like the future doesn’t need printed news but it needs journalism; the future needs commercial communications, but who creates them, the agency or the brand or someone else, is unwritten.

And though the future of the agency is unwritten, I have real doubts that agencies will survive or should survive:

* Agencies don’t value strategy. Agencies should quit blaming the brand for not paying for thinking. Your ability to court good clients who value strategic thinking is a measure of your own strategic ability. So when brands won’t pay for strategy, agencies gladly overcharge for the execution – which more often than not nets an expensive bad idea. Good luck getting the brand to pay for that the fifth time around.
* The big agencies only pay lip service to digital. They hire and knight smart digital thinkers who ultimately have no authority, no real work, and contempt directed at them from the rest of the organization. It’s no surprise why they don’t stick around. The big boys also farm out to small digital shops that undervalue themselves and lose credit for the work. By the by, almost no superbowl ad last night drove to a URL (GoDaddy has been doing this for years and no one else has caught on) and no brand I saw used their Adwords in an interesting way (even though people were sure to hit search).



the agency of the future can’t be built by just adding tail fins and Goofy’s nose

A quick disclaimer: the views expressed here are mine alone and do not necessarily reflect the views of my employer.

Apparently there’s a roaring interest in a model for the advertising agency of the future. My aim for this post is to address some of the ideas put forth by others, weigh the usefulness of today’s agency objectively, and make a bit of a prediction myself. There’s little fun in making bold predictions about the future without a debate – so dig in and offer up a point of view in the comments, if you please.

Some smart ideas already presented:

I can’t really argue with any of the points or models above – they’re all insightful and interesting – but they’re pontifications on what agencies should be doing right now. To say these are models for the future is the equivalent of attaching tail fins to a sedan. All of the above examples seem to be creative ways to sidestep current problems with the industry instead of addressing them directly (and to be fair to the authors/creators cited above, I doubt they meant their posts to be that forward looking).

Who says the future needs an agency, anyway?

Advertising agency of the future sounds a bit like horse drawn carriage of the future.

I’m not saying for certain that there won’t be agencies in the future, only that the future doesn’t necessarily need agencies. Just like the future doesn’t need printed news but it needs journalism; the future needs commercial communications, but who creates them, the agency or the brand or someone else, is unwritten. Leer más “Who says the future needs an advertising agency?”

Innovation – Amplify creativity and skills in management

For this the creation of an environment of creativity becomes crucial for every employee understands the Organization as a whole and not just the job they habitually performs its tasks.

And so it alive this all as a passion, thereby providing a balance of responsibilities between work and family and social life, it is necessary that he find a deeper meaning that promotes actions.

This meaning is indeed what will be forwarded to the customers of the companies and that promotes the sustainability of these.

This “freedom” being relaxed is an act of exemplary management that promotes the future of employees and Organization and the benefits are clear:

-An undertaking shall be an essential element of the work environment. Employee satisfaction and motivation are leveraged and symptoms of saturation are disappearing.

-The commitment of employees is rewarded not only with increased responsibilities but also with the bonus to be part of the “Club” business. Is there a sense of belonging to a whole as enterprise.

-The social balance becomes stable contagiously environments where employees interact.

-Creativity and innovation are brought together to the diligence and promote individual and collective initiatives.

“The first job of any manager is to amplify human capabilities–that is, to create an environment in which individuals are empowered, equipped and encouraged to give the very best of themselves. The second task is to aggregate individual efforts in ways that allow human beings to do together what they couldn’t do on their own.” Gary Hamel

Whether in a collaborator role or in the role of Manager recycling make passes through abandon the bureaucratic routines and amplify the abilities of people and this is achieved by creating a clean and simple climate in the area of knowledge and a colorful atmosphere, full of emotions, in the area of creativity and innovation.


por jabaldaia
http://abaldaia.wordpress.com/

Celebrating the Imagination

It’s absolutely amazing the amount of  tools and new technologies that we have today at our disposal and that has not significant costs in our day-to-day.

It is true that we are creators and inheritors of much non-recyclable waste in this area and that we must now eventually create systems of cleaning waste from these out of date satellites or end of life to the multitude of hardware or obsolete machines stationed at the bottom of the garage.

And so, it will require so much imagination to turn waste into something useful as to create them.

Start by recycling our way of thinking, giving more weight to our creativity and less to conformity and obedience.

Let obedience and embrace the collaboration and it will not be because of that, that leaders no longer exist.

Gary Hamel says today’s workforce offers basically only the presence and the assurance of they will do what we say to them.

We see this with ease in the vast majority of undertakings by looking at the proposals of the human resources services to reward employee participation in company’s activity.

They are rewarded, not by learning and creativity but by the ability to reproduce accurately predetermined tasks.

This prospect of facing employees as performers that maximize your potential by applying their knowledge within the limits imposed by companies is useful for ensuring the delivery of products or services to consumers and users, but not explores nor allows developers to exploit its potential of initiative, creativity and passion.

Companies must let the employees and began to have collaborators. Leer más “Innovation – Amplify creativity and skills in management”

2010: un año en imágenes

Los fotógrafos de Reuters producen medio millón de imágenes cada año. La agencia de noticias ha seleccionado las 55 mejores de este frenético 2010 que declina. He elegido algunas de las imágenes más impactantes, aunque recomiendo verlas en la propia página de Reuters, cuyo ancho de pantalla es mucho más generoso (nuestro diseño sólo permite 520 píxeles de ancho) y donde también puedes leer el relato de los propios fotógrafos describiendo las circunstancias en las que tomaron las fotografías.


Los fotógrafos de Reuters producen medio millón de imágenes cada año. La agencia de noticias ha seleccionado las 55 mejores de este frenético 2010 que declina. He elegido algunas de las imágenes más impactantes, aunque recomiendo verlas en la propia página de Reuters, cuyo ancho de pantalla es mucho más generoso (nuestro diseño sólo permite 520 píxeles de ancho) y donde también puedes leer el relato de los propios fotógrafos describiendo las circunstancias en las que tomaron las fotografías.

Catástrofe en Pakistán

Dónde: Distrito de Muzaffargarh, Pakistán.

Quién: Adrees Latif.

Qué: Un grupo de afectados por las inundaciones en Pakistán intentan conseguir un paquete de ayuda que reparte un helicóptero. 1.600 personas perdieron la vida y cerca de 20 millones quedaron afectadas, en una de las peores tragedias humanitarias de este siglo.

 

Globo sobre Suiza

Dónde: Chateau d’Oex, Suiza.

Quién: Valentin Flauraud.

Qué: Un globo de aire caliente sobrevuela un pueblo nevado durante el tradicional vuelo en globo que se celebra en la localidad suiza cada mes de enero desde 1979. Un centenar de globos participaron en esta edición. Leer más “2010: un año en imágenes”

Playboy lanza disco duro externo con contenido precargado

Si eres de aquellos que aún no sabes qué pedirle al Viejito Pascuero (Papá Noel, Santa Claus o San Nicolás), tal vez esta sea el regalo que siempre quisiste tener.

La compañía Playboy acaba de poner a la venta un disco duro externo cuya principal característica es traer precargado todo el material publicado por la revista hasta estos días (650 ediciones, más de 100.000 páginas).

El disco duro tienen una capacidad de 250 GB y posee unas dimensiones que ya se quisiera cualquier conejita: 5×3×5 pulgadas.


Si eres de aquellos que aún no sabes qué pedirle al Viejito Pascuero (Papá Noel, Santa Claus o San Nicolás), tal vez esta sea el regalo que siempre quisiste tener.

La compañía Playboy acaba de poner a la venta un disco duro externo cuya principal característica es traer precargado todo el material publicado por la revista hasta estos días (650 ediciones, más de 100.000 páginas).

El disco duro tienen una capacidad de 250 GB y posee unas dimensiones que ya se quisiera cualquier conejita: 5×3×5 pulgadas.

Leer más “Playboy lanza disco duro externo con contenido precargado”