“Agency of the future” talk at Transformation 2011

There is a lot of talk at the 4A’s Conference in Austin this week about the “agency of the future.”  One view: This agency won’t have 500 people in a building. It will have 50 people spread around the country. The crowdsourcing mentality will rub off on full-time employees. (“Freedom is something you have to put into your salary,” says Ignacio Oreamuno, president of GiantHydra.)

Draftfcb Executive Chairman Howard Draft says if he were starting an agency from scratch today it would be a digital agency with no more than 50 people. (Draftfcb has 10,500 employees.) Clients would have to pay a minimum of $1 million a month to work with the agency.

Nuts? Despite an industry in turmoil, there is, at last, optimism among ad makers about what’s next. Because of the chaos, says Peter McGuinness, chairman & CEO of ad agency Gotham, “there has never been a better time to be in this business.”

Posted on March 9, 2011, in 4A's Transformation 2011, Melanie Wells and tagged , , , , , , , , , , . Bookmark the permalink. Leave a comment.

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