1. an agency from
scratch….…..
if I was designing an agency from scratch, in
tune with the web as it is today, what would
it look like?
what is the latest and best thinking of how
an agency should work?
what would its ethos be? how would it
make money? what tools would it use? how
would it organise itself? how would it
promote itself?

2. thinking not doing…..
we are a knowledge economy - the money is in thinking –
not doing
the agency would think and plan for its clients – and avoid
“doing”
it would outsource all “doing” to the best in the world
(to ensure the best at any one time were on the team, to maintain flexibility and keep
fixed costs to a minimum)
with ideas central to our role, we would never accept
“average”, “ok” ,or “just enough” in delivery

3. strategic and demanding…..
it would be known for its strategic approach
all clients would complete and maintain a strategy process – it
would do no ad hoc work
it would develop a robust and simple process – similar to the one
strategic thinking group here use
its approach would include – a move towards micro strategies
(shortening the planning and implementation process), linking in
with offline work, measurement and review, full range tactics, ideas
filters, conversation monitoring and more….

4. pull v push, “earned” v “paid for”…..
the agency would focus its work around the web as it is
today (not as it was 3 years ago, or how some people
think it already is)
it would understand the “post advertising” age – that
conversations, communities and control are central to a
brands success online
it would push its clients to be daring, innovative and
brave

5. small not big…..
it would understand this is the age of small and speed
that big messages and big ideas start as small ones,
quickly delivered (the conversation moves too
quickly)
it would hold overarching strategies as sacred, but
plans as changeable
it would think of all its technologies in permanent
beta
it would strive to finish, not complete

6. a broader perspective…..
it would understand “social media” is much of the story
– but other factors are playing their part
that the semantic web and the free exchange of data is
central to the web as it is now – and in the future
that quick response to global conversations is powerful
it would be prepared for new ideas approaching fast -
social colonisations & context
it would incorporate ideas such as the brand ecosystem,
big data and brand responsibility (click on Tim to get 5
mins on the semantic web….)

7. walking the walk…
the agency would practice what it preached
it will employ no one who didn’t blog or tweet new ideas
and original thoughts
it would launch its own products and services
it would make its staff available to speak and be seen at
conferences
its name, visual identity and offices would be magnificent

8. broadening the revenue base…
most of its income would come from consulting and retainer
fees
it would commission the “doing” but it would be transparent
in doing so
over time it would build a range of recurring income streams
for its own products and ideas (in conjunction with VC and
other backers if need be)
it would license its strategy process and would consider
offering training and educational programmes around it

9. our conversations and culture…
the agency would not get proprietary about its ideas
it would collaborate, share and engage with everyone
it would actively encourage its employees to generate ideas and use social
media – knowing that is how it promoted its services, seeded its clients’ work
and keep ahead of the curve
it would be visual not verbal – it would ignore power point documents over 10
slides long

10. it probably already exists….
the world is moving in this direction
3 interesting presentations about the future of agencies here and here and here
and the future of social networks here (listen to the last 30secs on new agency
models)