What Did He Just Say?

Props to Tom Martin for his recent piece on agencies jumping on the online bandwagon for purposes of selling rather than getting results for clients.

In the unexpededly-named, but completely apropos-titled post, What Ad Agencies Can Learn From Hookers and Virgins, Martin dives into a topic that we frankly find to be an epidemic scurge within the industry today ... agencies that are focused on the sell above the delivery of their product.

First let me say that everyone in the industry has promised something they've never done before. Anyone who says they haven't is lying. Lyyying. "We think it would be cool to have monkeys riding an underwater ferris wheel with our logo in the middle," says client. "Uh, sure ... no problem," says agency.

OK, so we've all pushed the boundaries. But as Martin points out, this old-world agency approach is no longer possible on the web. As in, you can't fake being engaged in new media like Twitter, Facebook, etc. "We'd like to build your presence on Twitter," says agency. "Uh, sure ... no problem," says client, adding "let's take a look at your page first." "Gee, it's getting late," says agency who has no Twitter presence (or worse ... one entry that says Here's our first Tweet! Yay for us!)

From an agency perspective, the article is right on: Be honest. If you don't know the difference between Retweeting and Tagging, come clean. Chances are they know less than you do, and you'll all look like heroes for moving into new territory.

But the more important and implied point is that agencies need to immerse themselves in new technology. Live in the world your client will one day want you to build for them. And live in it today ... from the start. Waiting until the next-next is adopted by your grandmother means you're late to the party.

It's the best of both worlds ... you actually learn how to get the best for your client in the new media world while not having to tap dance around your level of knowledge. And hey ... it's fun and it's your job. How great is that?

Not coincidentally, there's also a similar article on the AdAge main site this week about agencies missing the boat on Twitter. Must be a hot topic this week! Read the article here.

Now if you'll excuse me, I've got an appointment to have a few monkeys fit with diving bells for that ferris wheel project.