Wednesday, November 14, 2007
Accenture to ad agencies: you're doomed
Spent most of yesterday working on stuff that did not involve ad agencies, only to come home and discover that they're all doomed. (Phew! Thank God for other industries!) So anyway, this news--and maybe it's old news--comes by way of Accenture, which, according to Adweek, "interviewed 70 advertising "decision-makers'" about which of several different strains of the media and marketing industry were least likely to cope well with the shift to digital advertising. Forty-three percent picked ad agencies as the sorriest of the lot, followed by broadcasters at 33 percent and cable operators at 10 percent. Stupidly, the survey asked how digital agencies and search advertisers might fare in a digital advertising world, and no one thought they were doomed! Sheesh. I looked on the Accenture Web site in for the study in all its depressing entirety, but alas, I couldn't find it.