Not really. While it's true that most agency pros couldn't wrap their minds around that concept if a hundred diamond-encrusted Addys were at stake, those of us who have done it know how simple it actually is. Sure, you have to manage a lot of moving parts and you have to live in a lot of different worlds (design, engineering, finance, manufacturing, quality control, marketing, advertising, PR, sales) but it can be done, and done well - at least by certain types of people. Sadly, the business world's tendency to compartimentalize skills into finite job descriptions (yes, even in ad agency org charts) makes it nigh impossible for anyone with the proper skills to a) market themselves properly, b) capitalize on their talents, and perhaps worst of all c) help their firm and their clients capitalize on those talents.
Want To Put Agencies Out of Business? Make Better Products.ClickZ had a party on Wednesday night to celebrate 10 years of innovation and excellence in online marketing and advertising.
They invited author and academic Douglas Rushkoff to speak.
Rushkoff exhorted marketers to convince their clients to come up with compelling products. "Teach them how to get back into the business they are in," he said. "Then you don't have to make up a story about them."
I'm attracted to this kind of lofty message. Yet, I can't help but chuckle. Most agency pros are unable to help their clients grasp the intricacies of marketing communications. Trying to help them reinvent their product or service offerings seems, at least on the surface, an esoteric idea that could only be cooked up in a school.