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November 17, 2008 / davebirss

Audi shows us the future

audi_future

I was flicking through Brand Republic last night when I came across a pretty timely article. In my last post I mention a model where above-the-line agencies will come up with the creative ideas which they’ll get done through a digital production house. And it seems that this is exactly what Audi are doing.

According to the article, the creative work is all going to be done through BBH and the digital jiggery-pokery bit is up for pitch. We’ll be seeing a lot more of this over the next few months.

2 Comments

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  1. james / Nov 17 2008 2:41 pm

    v interesting stuff.

    going back to that republished post, how do you think model 3 is going?

    (and is there potentially a model 4 where digital agencies start to nick trad advertising media [as well as doing mobile and digi outdoor etc] off of trad ad peeps? a sort of we’re-doing-the-destination-so-we’ll-start-all-the-routes-in-the-journey-too kind of approach?)

  2. davebirss / Nov 17 2008 7:14 pm

    Yeah, I think there may be a route 4 as you describe. But it’s the exception rather than the rule.

    Most digital agencies don’t have the skills or strategic ability to handle the entire journey.

    In the same way as most ATL agencies don’t have the skills to do digital. But they’re investing in it more.

    As for route 3 – I think the agencies that are just awesome at what they do (like my buddies at Poke) will get through the economic pinch. I’m not saying that it won’t hurt the talented agencies, it’s just that what they offer is less commoditisable (if there is such a word!).

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