I hear tell of a new kind of ad agency - one that strips away the layers of overhead and leaves behind just the personnel who create, hands-on, the product: the planners, the writers and designers and the producers. In my mind that sounds something like the Utopian ideal I dreamed of in the early nineties when I first hung out my own shingle. I had begun to feel that layers of middle management had little real function than to create paperwork - writing call reports that clients either didn't want or wouldn't read. The reason for their existance was because they exisited. At one point I thought it was because someone had to manage the 'relationship' with the clients - be there to take them to lunch - that kind of thing. I began to realise that client's had less and less time to spend idling away in restaurants. A new generation of marketing management had arrived who were expected to accomplish much more with fewer and fewer resources. The trappings of agency life h...
It's like you got yesterday, today and tomorrow, all in the same room. There's no telling what can happen.