Contrasting Nina DiSesa in the Special Anniversary Issue of Adweek is Robert Greenberg of R/GA, who presents a new agency model for the 21st century. Anyone who has ever worked in a contemporary digital shop will realize Greenberg essentially unveils his own current structure, so the piece is slightly self-promotional. At the same time, Greenberg is a smart guy, with a clear view of today’s industry—as well as a vision for the future. Places like Enfatico and Draftfcb insist they’ve invented the breakthrough enterprise, but neither has yet realized the dream. In fact, Draftfcb actually appears to desire becoming a traditional BDA versus something else. Is Greenberg truly defining a fresh agency model, or is it nothing more than a segregated silo for digital? Time will tell.
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