Agency Mashups the Path to Growth for Marketing Agencies

collisionMarketing agencies are facing a lean year ahead and it is accelerating the Mashup of the marketing world.

So here’s the agency pitch for 2009:

Creative agencies – This isn’t just about the copy and visuals.  It is about where and how they get to potential customers.  Mr. client, you don’t need media buying services, we’ll do that.  The placement is too important to the success of the program to be separate from the creative. Our creative is so good, it will generate buzz, give us your PR budget too!

Media Buying – Finding the right audience and the way to reach your target is more important than ever.  Media placement is so important that we need to do the creative too.  Oh, and when we do a good job, this will go viral.  We’ll take that PR budget too! Creative falls flat unless it is in the right place.  We’ll give you a good program based on the environment.

PR – Ads limit your ability to reach your customer.  PR is no longer just pitching journalists and dealing with formal requestions and emergencies, it is about creating buzz.  Your media and creative budgets would be so much better spent with us.  The PR is too important to the success of the program to be left off to the side!

They are all right.  With budgets shrinking the fight will grow.

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