Simple answer, of course agencies give a shit, but is it the shit you want them to care about? All good agencies know how to communicate with a client and drive towards a solid campaign. The problem I see, and I don’t know how to get around it, is that big picture, long term, why would an agency give a shit about you, and your overall success?
The way I see it, an advertising agency wants to come in and help hit a goal short term, which will be tied directly to their compensation or is tied to future benefits of them working with you and making more money off of your inability to tell your story.
In today’s day and age, traditional media is waning in both reach and effectiveness (almost one in the same). If you’re an expert, if you’re passionate and if you have the balls to get up and be somebody, do it. If not – hire an agency to do it for you. They can help with creativity, building a plan of attack, drilling you for something to talk about and will hold your hand as long as you keep shelling out the cash. The problem I see is that agencies tie their compensation to services, and the road most traveled is traditional media. How can an agency use genuine personality or passion to create content on the web that won’t send bullshit radars into the red zone?
There is an unbelievable amount of opportunity in the world, and if your in business there’s so many FREE tools and smart things you can do online that will drive your business – if you can only open up your eyes, woman/man up and put the work in, you’ll shit your pants at how clear the opportunity can become.
I see the world clearer today then I could have ever imagined and I’m not doing the best job I can, my 2012 will be full of smart plays and fun content, and you can bet your ass I won’t be using an agency to push any of it.
