According to Brian Morrissey at Adweek, the agency business has miles to go before it sleeps.
TNS Media Intelligence/Cymfony polled more than 60 marketers in North America, France and the U.K. to gauge how they are faring navigating the world of social media. It asked them feedback on their agencies’ abilities to help. TNS found, in its words, “Agencies don’t get it.”
Clients complained that their agencies — creative, media, public relations, design and others — typically treat social channels like blogs as traditional media. In other cases, their ideas are not backed up by practical skills in the area. What’s more, one client pointed out that his agencies have little of their own experience using social networks or video sharing sites for themselves.
The agency where I work has a MySpace page, YouTube page, Flickr page, a company blog, a robust extranet with massive user participation and we bring social media solutions to our clients. I understand BFG is different, but we’re not the only one.