I think most people would agree that in marketing, we are in an age of specialization. There are agencies for offline advertising, direct response, online, social, media, creative, web 2.0, etc. There is a tremendous opportunity for a new breed of agency, built on a new financial model, to look at Marketing holistically and determine how to use what tactic, at what time, with what message to best engage the consumer. (Some agencies do exist that subscribe to my theory, but they are still of smaller scale.)
Imagine, as a client, writing a brand strategy or a creative brief for a new campaign and seeing all the ways to engage consumers at once; off line and online advertising to drive awareness, DR advertising to drive sales, social networking to give consumers the ability to discuss, and search for all of the above. And of course, a measurement plan that tracks it all as one effort. It might be a dream, but it is becoming more and more possible.
More on this to come, but it was on my mind. I am interested in any comments from people on the topic.
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