Tuesday, January 27, 2009

Creative destruction

I'm fascinated by the concept of creative destruction. It sometimes appears in articles debating the merits of corporate bailouts or the long-term silver lining found in a recession.

The premise behind creative destruction is that new and more innovative companies arise from the ashes of old and tired companies. From AOL, we get Google. From Radio Shack, we get Best Buy. From GM, we get Toyota. (And Toyota needs to be watching folks like Hyundai.) You get the idea.

How about the agency business? Where are the examples of creative destruction in the field of marketing communications? The models we might have pointed to several years ago -- media agencies, digital agencies -- haven't turned the industry on its head as we had expected.

What would be the hallmarks of an agency that feels fundamentally different and new? An agency that redefines the business? This is what I'm thinking about. Would love to hear suggestions.

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