The future stars of advertising will be the consultants, craftsmen and traders.
In this article I will attempt to profile the agencies of the future and their most important resource; people.
Despite their absolute dependency on their staff, agencies often neglect their people and offer, at best, ad hoc personal development. Regardless of it's creative nature, the advertising industry avoids change at all costs. So what fun it shall be to study the agency of the future and the recasting of the of the people that define them.
This is the second article in a three part series looking at innovation and the future of the ad agency. In the previous article I introduced new ways of driving innovation inside advertising agencies. With digital underpinning much of todays marketing and communications, the rules have changed and the principles of us-ability, play-ability and talk-ability are at the centre of creating effective customer experiences. With these principles defined, we can now address the issue of talent.