New York Times Advertising Columnist Stuart Elliott spotlighted the latest happenings at R/GA, where two new offerings are launching: 1) consulting services designed to rival Accenture and McKinsey & Company, and; 2) product innovation services to compete against the Ideos and Frog Designs of the world. R/GA Chairman and CEO Bob Greenberg declared, “I really wanted to create a new agency model.” Oh, really? When considering things like Digitas claiming to be the lead AOR on Sprint, Droga5 thinking it can produce Kraft branding campaigns, Razorfish shitting out wannabe viral videos for All detergent, or DigitalKitchen simply executing a lame self-promo, it seems to be the old agency model for digital shops to overpromise capabilities where none exist and push into areas where they have no business being.
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