ClickZ did an interview with Neo@Ogilvy titled “Leading the Agency Evolution” focused on the use of mobile marketing and cross-channel marketing.

Like many other marketers, I love these tools (and channels) and use them constantly. There is no shortage of tools; in fact, a few more were dreamed and created over Detroit’s Startup Weekend. And of course agencies are better at using new tools–we have to be! However, agencies are capable of things greater than the tools used to execute–even when they’re flashy new tools like mobile.

I hope the next evolution of agencies isn’t short-sighted. This simply optimizes the old-school way of doing things and continues devaluing the business-focused creative work agencies are capable of producing.

To clarify my point– I’m not saying Neo@Ogilvy (the company that was interviewed) is heading in the wrong direction. In fact, they’re doing some really cool things.

Rather, I’m suggesting the article could have been positioned differently from agency to execution evolutions.

Consumers Expect More

To me, the next evolution of agencies is the opportunity to do more than move consumers around (push, pull, inbound, outbound, engage). Rather, we can connect with consumers to provide mutual value and create lifestyle engagements.

Don’t simply “evolve” to the next execution tool.

3 Habits Marketing Agencies Need to Break in Order to Grow

On ClickZ

I really like ClickZ. Actually, this post seemed inconsistent from the direction they usually head. For example:

“What’s more important in business, the idea or the execution? Well when it comes to digital marketing, if ideas are currency then execution is the Federal Reserve.” The Art and Science of Managing Digital Marketing Programs

Why not focus the next evolution on the currency of our business?

And none of the 5 Ways to Reinvent the AOR for the Digital Age focuses on tools as a method of reinvention.

Moving Foward

I believe it’s time for us to begin conversations on how we can improve the quality of agencies on a larger scale to better serve our clients.

What is your agency doing to evolve?

Tagged as: Marketing, marketing agency, marketing tools