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December 9, 2008 / davebirss

A meeting of minds


Through a random link in my blog stats page, I stumbled upon an essay in Campaign written by the guys at Unit 9. And it seems that they were articulating the same thoughts about the future of digital agencies at exactly the same time as me. Yay! It’s good to know that I’m not alone.

They talk about my second scenario where digital will work more like the traditional TV production model. It’s uncanny how similar our thoughts are. Here’s an excerpt:

It seems that one of the biggest problems the ad industry has faced in the past ten years is “The Digital Question”. This translates as: “How do I produce digital effectively and sustainably?” I think there is a way that’s reliable, familiar, efficient, collaborative, professional, enjoyable and highly creative. And, funnily enough, it’s been right under our noses.

It’s the TV production model, the familiar relationship between agency, film director and the many independent professionals, that has consistently delivered so much good work, brand value, profit, relationships and, ultimately, dreams. Only now it’s digital, it’s new and it’s a bit harder.

Go and read the rest of what they have to say on Brand Republic or the Unit 9 blog.


Leave a Comment
  1. Stan Lee / Dec 23 2008 12:57 pm

    Excellent read Dave. I agree on the way agencies and digital should work. Agencies are supposed to be about ideas, not production. That’s something to be outsourced to people who are good at it.

  2. davebirss / Dec 24 2008 5:02 pm

    Absolutely Stan. It’s the way forward.

    I met up with the Unit 9 guys after I wrote this post. They’re awesomely talented folks and they’re ahead of their time. I’m sure it won’t be too long before other companies follow in their footsteps.

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