“The rate of change is so great that today’s consumer now has access and control over how they engage with content. It’s on their terms.” Preaching to the choir my friend, I think you realized that the day I confessed to you why we were doing what we were doing — as we dragged our mutual delta of an ad agency [firm name redacted] kicking and screaming into the 21st century — years after every other agency was already on the digital bandwagon.

(Excuse me as I go on an ad agency tangent.)

So many people lament the demise of their industry, creative and otherwise, because they are unwilling to change, unwilling to learn, unwilling to expand their understanding of what the media landscape is today. Add to that the egos of people unable to accept that they no longer control the playing field and you have a recipe for the eventual demise of the traditional agency.

Scarier still, to the aforementioned traditional agency, are the Brands that demand innovation. Unable to find it in traditional agencies, these Brands are seeking out solutions from the likes of six-person micro-agencies, unconventional design shops, or bringing innovation inhouse.

Today’s technology and media landscape feeds off creativity and vice-versa, production quality is no longer a barrier and often, the idea is stronger than the execution — and thats OK. Because being relevant today — is about being relevant TODAY.