Is it just me or is the advertising industry copping a bit of flack from the armchair experts of late?
You know, the experts who don’t generally contribute to the output of the industry but have Mashable and Techcrunch on their RSS feeds so feel like they are instantly smarter than the rest of us.
It’s painful at times, but hey it keeps us on our toes. Still, it’s an unnecessary distraction considering most of us agency folk are still trying to work out what an Internet is and also plotting reasons why we should make sure we don’t recommend clients use it.
So I was interested to view the most recent LaVolta Digital Bullet – How should agencies respond to digital? After all, the respondants aren’t new to the game … they’re senior folk. Smart folk.
This series has been good and it’s been great to hear the opinions of people like Lee Stephens, John Butterworth and Tony Faure around topical issues.
The video is here, I recommend taking 5 minutes out of your day and watching it – http://www.lavolta.com.au/news/blog.asp?Display=146
A few of the comments got me thinking. I wondered whether they were made with a proper understanding of the topic they were discussing. I’m really still not sure.
Check out these winners …
Paul Fisher: “I fundamentally don’t understand why agencies aren’t embracing digital more than they are. Some are, but frankly the vast majority I don’t think are doing the right thing by their clients.”
Dominic Carosa: “What I’ve found working with agencies is that they always tend to take the easy approach when it comes to putting campaigns together for their clients. For example, they’ll take a 50-100k spend and spend it across the best 2-3 portals … what that tells is me is that agencies are simply too lazy to do the work on behalf of their clients.”
Jennifer Wilson: “One thing I think agencies need to realise is making a 30 second TVC might give them a lot of pleasure, but it’s not working at the consumer sweet spot … Brands have to realise that around 44% of their consumer interaction is digital and start spending 44% of their consumer engagement money in the digital space.”
Adam Dunne: “I think the challenge for agencies is not just the fact digital is in it’s infancy, and still growing in the number of people it can reach … but it’s also the lack of knowledge in the agencies themselves.”
Look, it was always going to happen … agencies are a pretty easy target.
We just “don’t get it” and we’re hamstrung by a “lack of knowledge”. We’re generally “lazy”and really don’t do the “right thing by our clients.” It’s just gives us more “pleasure” to make a 30 second TVC.
Unless, of course, we agree with the above. Then agencies “get it”.