the space between
it’s been interesting to watch the digital agencies evolve over the past decade. there still seems to be a huge gap between the small web development agencies and the behemoth internet consultancies. the void is filled with a few agencies doing “groundbreaking” digital work, but in large part considering the myriad of “digital agencies” out there in existence, most of the work is neither inspiring or revolutionary.
on one end of the spectrum you have the small “digital agency,” most of which were started by a couple of web developers working out their garages building websites for the local pizzeria joint. some of them had the good fortune of working for the studios, who by the nature of the entertainment properties they represent and promote, pushed their “web shops” to develop more experiential and creative websites. these were the early beginnings of the “brand experience” type sites that marketers today employ to promote their products. these “web shops” by a process of some weird evolution and attrition within their market suddenly reinvented themselves as “digital agencies.” these are companies that were in large part started by web developers and graphic artists well versed in photo shop or illustrator, not brand marketing, which is worth noting.
the small digital shops aren’t all that well versed in brand marketing principles and tend to work backwards in providing a marketing solution. meaning, there is too much emphasis on harnessing the latest technologies to drive the business rather than leveraging them properly to drive smart business results. doing work that is “smart” vs. work that is “cool,” is a totally different mindset, and most of the digital agencies have yet to embrace or understand that important difference. the “brand experiences” that most of these agencies create are as disposable as a 100 calorie snack pack. once you’re done eating them, or have visited the site, there isn’t a compelling reason to come back.
on the other end of the spectrum the large consultancies were creating and carving out their own digital divisions over a decade ago in an attempt to create lucrative new revenue streams and capitalize on the numerous dot-com ventures that were being funded before the party ended. most of these companies had lame (techie) sounding names that started with an “i” or an “e”. you know, something that made them sound smart, forward thinking, and well versed in all things internet related. if that didn’t work, or the desired name was already taken by an internet squatter, they would rely on the thesaurus to find a synonym for the word “futuristic” or “modern” as the name of their company. these lame internet consultancies spent small fortunes on herman miller aeron chairs, barcelona benches, warhols for their lobbies, and everything else to make them appear more agency-like, cool, and pop culturally relevant. they created complicated internal processes to mirror their already archaic and top-heavy infrastructures. sorry, but agencies that have to whiteboard the shit out of an idea in order to best articulate how to successfully address the strategic imperatives of a brand just aren’t that creative, and never will be. those wireframes and venn diagrams sure are impressive though.
as a result, we currently have this void. while the gap has lessened to some degree, there are still only a handful of “digital agencies” out there leading the charge, inspiring, and elevating the medium to new heights. that said, it’s easy to point the finger without offering a solution. here are a few of my ideas. hopefully, you will have found them worth my sharing.
- employ “traditional agency” best practices - break down your agency into distinct groups with those that focus on technology/development, planning/strategy, creative, and client services. having a producer or project manager play point guard for your agency is like asking dwayne wade to coach, run the offense, and box out defenders in the paint at the same time. draw a clear line in the sand and create very specific roles/titles. sure, fluidity is great and a “jack of all trades and master of none” might keep the ball moving. however, in the long run your clients deserve someone dedicated to their brand and truly understanding what drives their business, that starts with smart planning and even smarter account planners.
- don’t bite the hand that feeds you - the broadcast model of relying on a production partner to produce a series of :15 and :30 second spots has been successful for both partners and historically has proven that it works. circumnavigating the agency to work directly with a brand, unless you’re intellectually and experientially equipped to do so, is like getting behind the steering column of a 767 with single engine certification and thinking you can fly it nonstop to Heathrow. if that’s your model, and you insist on it being so, please make sure that you hire the right pilots to commandeer your aircraft.
- share and play nicely with others - petty arguments in the sandbox with your agency partner over who should take credit at an awards show is lame and shortsighted. look at the bigger picture, step outside of your box, and think about the ramifications and ripple effect this could (and will) have on your business. unless you’re agency has as many nba championships as michael jordan’s bulls, pumping your fist in celebration after winning a few big games doesn’t make your agency a dynasty. the great agencies lead by example, follow theirs.
- share, collaborate, and celebrate - a few years ago the agencies use to participate in an “interactive agency shoot out” whereupon they were given an interactive marketing challenge and asked to come up with a solution. in the spirit of good competition and sportsmanship it gave the agencies a forum to share new ideas and express their opinions, all of which were judged by a panel of industry peers and marketing experts. it was a great event, and more importantly it carried a lot of weight within the industry. this idea needs to be restored and hopefully worked into one of the panel discussions at SXSW or the one show.
