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My reporting shows that there are companies, leading companies, planning to do away with virtually all of their ad agencies and deal directly with their consumers. They say that most ad agencies are so out of it that they are wasting huge sums of money. These companies say they can hire the best story-tellers in the world themselves, better than the creatives employed by ad agencies. They say that ad agencies don’t know where their real customers are and put their ad dollars in spaces where their customers aren’t. And they say that social networking and other social technologies can now allow them to connect one on one to their customers without having to go through an intermediary. Finally, they say that online metrics are proving to be just as squirrely as network TV metrics. Faux measurement measures falsely.
I can’t say who these companies are but they are serious. And for good reasons. Check out this JWT and Adweek urvey on the jaffe juice blog. What does it show? An overwhelming percentage of people in the survey feel that products are overhyped, there’s too much advertising, companies are in the face of people too much—and—ads don’t persuade them.
Yikes! Advertising isn’t relevent, it’s irritating. Some new ad shops are racing to change things. Some old ones too. But it’s clear to me that leading-edge corporations are not waiting for them. They’re planning to cut loose from ad agencies entirely.
Now, let’s think about that. What would it mean if the top 100 global corporations bypassed ad agencies entirely?
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