Surviving as an agency in the digital future: advice from a digital agency head

Geoffrey Precourt

No matter what the session or who the speaker, there was one common thread that ran throughout the 2010 Interactive Advertising Bureau's annual leadership conference.

"We're on the cusp of a golden age," the mantra ran from publishers to digital-network operators to global-brand marketers. And, for the large part, the choir didn't need a preacher for the message. Chaos, in time, yields to order. Technology becomes commonplace and new paradigms become institutionalized.

But there was another buzz for advertising agencies that seemed to run counter to the concept of a golden era. As the rest of the digital universe talked about the prospect of prosperity, at the IAB, disintermediation was every bit as likely a topic of discussion when the subject was agencies.