Adweek recently announced that Organic’s Colleen DeCourcy will take the new role of chief experience officer at JWT, (nice title!). It’s a sign that the battle for Agency 2.0 is in full swing. There are a lot of definitions floating around about what Agency 2.0 is.
For what it’s worth—I’ll offer up my unofficial version. Agency 2.0 is the model Advertising/Marketing agencies are seeking which promises to heavily influence how a brand is "marketed" and experienced across a variety of customer touchpoints and channels. (Think Citibank "Thank You" and Citibank online, ATM etc...)
From interactive, to word of mouth—agencies across the globe want to position themselves as the driving force behind the strategies which help connect people with brands/business. So who will emerge as Agency 2.0?
Some feel that the large traditional agencies are best positioned to do this. Others, see the nimble interactive shops having the most relevant experience. Still others see the media agencies or marketing firms paving the way. No one really knows how this will turn out—but one thing for sure is that the agency world is taking action before our very eyes and it’s pretty amazing to see.
The graphic at the top shows how Advertising Age Download advertising_age_2006_agency_report.pdf has ranked some of the “top 5” agencies across these genres. This could provide some insight into how things may proceed forward. It’s going to be an interesting ride—stay tuned.