I have a feeling that this post may upset some people. Here we go.
Do you remember desktop publishing - or DTP? It used to be a rather important part of the creative services supply chain; never particularly glamorous (not quite “design” and never quite “creative”), but still very important for the overall process of getting stuff done.
DTP is dead.
As I mentioned yesterday that I’ll be spending most of my time thinking about the content manifesto (which I have now updated) and my theory that content will kill your agency. I should point out that (as in the case of this post) some of the things that I will be posting on this subject will be very rough; they will be little notes or sketches of some of the ideas that I will want to build upon at a later date.
I’ve received rather of lot of mail around just what I actually mean by content (it would seem that there are a great deal of people that would like to see their advertising agency killed by it) and so I’ve tried to outline my understanding of the word here.
Firstly, I would like to wish you all a happy new year. I know I’m a bit late, but I was away but now I’m back.
I have been doing rather a lot of thinking during the course of my holiday and have decided to focus on the issue of content and the content manifesto; the feedback both on and off the blog has been interesting and I really want to dig much deeper into the the subject.
I suppose I better come clean and explain just what it is I would like to do. You see, when I wrote “content will kill your agency” I really did mean it. I wasn’t teasing or playing with you, I really did mean it. And I still do. So, I thought it would only be fair to come clean and give you a rough idea how all this would work.
So here we go.
When I sat down to write “content will kill your agencies” I had a very clear view of what content is and, obviously, why it will kill the agency you work for and interestingly enough after posting I spotted a whole bunch of other posts that relate in some way to content or to the future of the advertising industry and agencies (a full link list can be found at the bottom of this post).
Content will kill your advertising agency.
I sense an argument brewing but that’s ok, we can do that here, have an argument and chew things over. No one gets hurt. I’ve been thinking about this for a while and have a series of rough posts and that I’m going to shape up and post next week.
The basic idea is that content will kill the agency you work for; that the current agency model (or versions off it labled as new), the work that agencies do, how it’s reviewed and rewarded and the channels that are used to transport it all are doomed. Unless, that is, your agency starts creating content.
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