16 things your agency can’t afford to risk during these current times of change:
- A skill set built mostly around interruption instead of engagement.
- A digital department in place of a digital competency.
- Core competencies focused on “one to many” instead of “one to one.”
- Creating brand-to-consumer communications at the expense of consumer-to-consumer communications.
- Lack of analytics and tools to measure effectiveness.
- Production systems that are linear instead of organic.
- Developing media plans instead of channel plans.
- Placing media instead of creating media.
- Creating brand transactions instead of brand relationships.
- Focusing on “the big idea” instead of “big multichannel ideas.”
- Traditional production staff instead of “producers.”
- Expecting account executives to be both strategic leaders and project managers.
- Continuing to allocate client budgets to media instead of creative.
- A business strategy that attempts to support high-value offerings (strategy and ideation) as well as increasingly low-value offerings (basic production and execution).
- Selling hours worked instead of value created.
I would add a 16th risks that agencies can’t afford to take:
Beginning 2010 without a written new business strategy, that includes social media as a primary component, to generate inbound leads.
PS: I got this as an email forward.
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