Why agencies must sell outcomes, not creative services
We can all see it. Thanks to technology and social media we’re experiencing a rapid homogenisation of culture, which is reflected in brand behaviour as well. Everyone copies everyone else. At Mona we called this the drift to the middle, and the instruction from David Walsh was always to keep Mona “on the fucking edge”. When the middle comes towards... See more
DTSACMO: Robbie Brammall
Traditional firms—public relations (PR), advertising, search engine optimization (SEO), and web—are fighting to remain relevant by grasping for new services, such as social, mobile, and content, rather than focusing on what really matters, including pricing, technology, staffing, infrastructure, processes, and purpose.
Paul Roetzer • The Marketing Agency Blueprint
