http://testing.community.brandrepublic.com/blogs/advertising_20/archive/2009/01/23/the-future-of-advertising-and-agencies.aspxThis week, the IPA published a report snappily titled Social Media Futures - The future of advertising and agencies in a networked society. A 10-year perspective , the launch of which was covered both by the FT : Two-thirds of advertising agencies areenCommunityServer 2007 SP2 (Debug Build: 20611.960)http://testing.community.brandrepublic.com/blogs/advertising_20/archive/2009/01/23/the-future-of-advertising-and-agencies.aspx#55941Mon, 12 Oct 2009 16:30:35 GMT0f8ed6bf-041d-4f2c-bb76-9560b958a575:55941Douglas Gregory<p>It seems as though many agencies are suffering from a crisis of identity, especially those digital agencies without a history of decades of success. Most of the advertising and marketing clients are looking for theses days (or this week) isn't in text books and has never been taught in business schools. Where was Facebook 101 or Twitter basics? Agencies, and the agents who work for them are truly playing it by ear, so who can be surprised that the directions of the agencies themselves are written in pencil?</p> <img src="http://testing.community.brandrepublic.com/aggbug.aspx?PostID=55941" width="1" height="1">http://testing.community.brandrepublic.com/blogs/advertising_20/archive/2009/01/23/the-future-of-advertising-and-agencies.aspx#36015Sat, 24 Jan 2009 15:04:05 GMT0f8ed6bf-041d-4f2c-bb76-9560b958a575:36015The future of advertising and agencies - Advertising 2.0 We Are … - edvdbox<p>Pingback from &nbsp;The future of advertising and agencies - Advertising 2.0 We Are &amp;#8230; - &nbsp;edvdbox</p> <img src="http://testing.community.brandrepublic.com/aggbug.aspx?PostID=36015" width="1" height="1">http://testing.community.brandrepublic.com/blogs/advertising_20/archive/2009/01/23/the-future-of-advertising-and-agencies.aspx#36013Sat, 24 Jan 2009 10:27:09 GMT0f8ed6bf-041d-4f2c-bb76-9560b958a575:36013video poet<p>Ad agencies need to be developing &quot;concentrations of attention&quot; concentrations of audience, &nbsp;that can then be advertised to, as it were. This instead of developing brands perceptions and trying to find appropriate demographics. This means identifying new trends (when doesn't it?) and building online platforms or &quot;etheric channels&quot; (channels of imagination, attention, spontaneity) that catch the imagination of the public....</p> <p>...and their decision to communicate your message for you, or ignore it.</p> <p>This means agencies need to be almost markets for innovators, places where those with audience development ideas can do business, via &nbsp;the agency, with the advertisers..those seeking online audience.</p> <img src="http://testing.community.brandrepublic.com/aggbug.aspx?PostID=36013" width="1" height="1">