The article critiques the sameness in agency storytelling, emphasizing that many agencies rely on formulaic approaches. It argues that successful brands are acting like media companies by building their own platforms and communities rather than waiting for briefs. The author highlights how media brands lead cultural conversations, which allows them to forge genuine connections, while agencies often lag behind. A shift toward active content creation and community engagement is suggested as crucial for agencies to thrive in a changing landscape.
It's essential for agencies to adopt a proactive approach, creating meaningful content and community engagement rather than waiting for clients to dictate their direction.
The most successful agencies develop a strong voice and perspective, similar to media brands, leading conversations rather than simply participating in them.
Collection
[
|
...
]