Dirk Knemeyer

On the Past and Future of Agencies

On the Past and Future of Agencies, August 27, 2015

Yeah, just another market cycle. Go back 50 years, go back to the time of “Mad Men” and the agency business waxes and wanes in different ways and the thing that’s most noticeable about it, is that while agencies work, outside services work continues to be required and there continue to be a lot of firms, they are changing over time. What services they’re offering, how they position themselves. Certainly agencies that are staying in place and not changing, adapting to the market and the needs of customers, they might be in trouble.

That’s healthy. That’s the good part of free markets that work. Those who don’t adapt, are going to be left behind. Even some who do adapt will be left behind but in the long now, a decode from now, there’ll be approximately the same amount of outside providers as there are now, as there are always. It’s just a moment.

In the U.S. we look at things so short term. Financials are always quarterly. Other cultures primarily, and particularly eastern cultures, have a much longer time horizon. It’s much healthier, it’s much more correct and as usual we’re just panicking here as relates to short term stuff.

In the long now, things from the standpoint of outside, service providers being an augmentation to businesses and corporations, we’re going to be here. External creatives doing our thing as well as ever, just in different ways perhaps.