Ad Agencies become content shops – help clients become more active in conversations

Interesting Ad Age piece about how one of the best creative shops in the country, Goodby and Silverstein, is becoming more of a content creator than a creator of ad creatives.

The thing that jumped out at me –

Mr. Robson also analyzed the shop’s workload and its employees and saw a shift in the agency from a traditional shop to one where most of the work is interactive. As of last September, Goodby’s output officially became digitally driven, with 52% web/interactive output, up from 50% the previous September.

“Last year, we were trying to figure out how to get our clients to pay for all of this,” Mr. Goodby says. “Now, if there’s no TV, clients say, ‘That’s interesting,’ and don’t have a coronary.”

Spent some time last week at another creative shop with a similar reputation and stature in a similar position. Agencies are becoming publishers and publishers are becoming agencies. More to come on this…

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