In the Monday edition of the Financial Review, the death of the advertising agency was 'announced'. 'Ad revolution leaves agencies out in the cold'(unfortunately the article is only available to subscribers online)
I exaggerate a little.
The article does however point out that organisations are more and more turning to consultants who specialise in marketing to boost sales, rather than to traditional advertising agencies who - if anything - specialise in creative ideas, especially for television advertising.
However - as Matthew Melhuish of BMF Advertising points out - a good creative idea will always have value:
" There are still too many clients who see creativity as nice to have but not essential, They don't understand that the only way to engage busy, advertising-literate consumers and cut through the marketing clutter is to develop strong ideas"
While I agree - he does imply that marketing consultants don't have good creative ideas.
A view that I am sure some would challenge.
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