AdPricks

Op-Ed RSS

Mega Agencies Stumble In Changing Media Landscape

July 3, 2008

There's no doubt that Big Spaceship's recent bitch and moan over BBDO's success at Cannes for their HBO "Voyeur" campaign brings to light the changing nature of the advertising business. With increasingly complex campaigns involving a large number of specialists, notable campaigns these days often utilize the creative resources of several shops. Big Spaceship's public outcry has gotten a lot of people talking about how award shows need to restructure the rules to allow for shared credit among collaborators, but I believe the problem isn't with the award shows—who gives a crap about trophies anyway?—but rather lies within the industry structure itself.

The heyday of the ultimate behemoth ad conglomerate is kaput. They've become more parts talent scout than anything else. Sure they've got their little pod of creative people. But why should their clients be paying out the ass for something they can get from a smaller ad shop for way less money and without all of the creative constipation that characterizes the bureaucratic nature of the oversized advertising consortiums? Maybe we need a new kind of shop purely devoted to coordinating work between creative agencies. Let's specialize and diversify instead of congealing into a giant blob of corporate unwieldiness.

Post To:

• Digg
• Del.icio.us
• StumbleUpon
• Fark

Quickies RSS

• Viral Marketing On The Death Star

  December 18, 2008

• Danish Siemens Spot

  December 16, 2008

• Surfing For Seniors

  December 10, 2008

More Quickies

Agency Spotlight RSS

• 

  Mother

  September 8, 2008

  Nothing says "we're too cool for school" more than having a website like this...Read More
• 

  Wexley School for Girls

  June 30, 2008

  Glass jars filled with white powder labeled "cocaine" in the bathroom? A Chinese-restaurant themed conference room? Rows of rubber chickens in the window...Read More

More Spotlights