Is it a wise move for clients to “expand their agency roster” and spread their work out among a bunch of shops that don’t communicate with each other?
For better or for worse, we all think short-term now. To do project work for a client means the advertising needs to cause a quick, sudden splash, even if it’s completely forgotten in a month or so in favor of some other campaign. Results? Effectiveness? No one in the ad world gives a crap, because we move on to some other project so quickly. Agencies who work on a project basis are essentially freelancers. And hired-gun freelancers care about the end result for only as long as they’re paid to care.
It’s the subject of my new column on Talent Zoo. Click on the link to read the rest.