Branislav Peric

Jeff Lanctot, qui n’est autre qu’un de mes brillants collègues américains, se fend d’un article plus incisif qu’à l’accoutumée.

Les agences, toutes les agences, doivent accélerer leur progression vers le digital, ou mourir.
Il est trop tard pour les lentes transitions.

Je vous encourage à le lire. Un morceau choisi :

For many agencies, incremental change feels comfortable. It tacitly acknowledges the greatness of days gone by. It politely suggests that they can get even better. It gently nudges the business forward. The leisurely and familiar pace with which agencies change is also the very thing that threatens their future.

The most effective agencies must live squarely at the intersection of marketing and technology. They should be sprinting to that intersection. Not just digital agencies, but all agencies. As all media becomes digital, any agency that doesn’t view itself as a technology company should commence reflecting fondly on the good ol’ days. The road ahead is likely to be significantly less fulfilling.