Thanks for the comment and stopping by, I always enjoy your posts at 180360720.

Great points, and thanks for the link to Adrian’s deck — brilliant presentation. I’ve seen a few explanations of why the shift to marketing as value creation rather than advertising is essential, but that is by far the most compelling and well-articulated yet.

As you say, it’s a chaotic time for the industry, but I think we’ll all come out the other end with a much more exciting and core role in business, with endless possiblities rather than endless variation on a theme.

Best,
Geoff

Personally I think Adrian Ho also put his finger on it in this brilliant presentation called “Strategy beyond Advertising”:
http://www.slideshare.net/zeusjones/strategy-beyond-advertising-presentation

Where he explains the reason for leaving the “ad” industry and starting up his own shop.

- Because he understood that messaging will only be messaging, but the really important, game changing stuff, is closer linked to the product, the product experience and marketing.

I hope most agencies will find themselves trying to cross the cleft, with one foot, standing on both sides. Hopefully given the opportunity to help companies identify if there is a “messaging need” or a “product experience need”.

Hopefully the agencies will understand the difference in mindset and be agile enough to avoid this becoming a massive slaughterfest :o) The challenge is, that in these game changing times, it will also be the time for new, small companies to come into the arena and start picking shares of the table.

This will probably be decisive times for advertising agencies. Proving their worth, or being reduced to niche storytellers.

Again, valuable stuff! Excellent.

Best
Helge