Here’s my prediction…big ad agencies and PR firms are history.
Seth Godin is dead-on about specialization in his new book, Meatball Sundae. Firms that start as exciting, different, and specialized and stay that way prosper. Our firm is a perfect example – we handle only technology companies.
However, as companies focus and specialize, they cannot service clients within one agency. Successful marketing and advertising firms are building a web of contractors and partnerships on which to rely. Most already do have a “virtual network”.
How many “partners” does your company have? Are they all inside your normal channels? Why?
Oh, and sorry Hillary for plagiarizing your title.