Prototyping The Agency of The Future

Challenging the advertising model one step at a time.

Imagine an industry whose interests seem to constantly collide with those of their clients. Where the length of titles is more important than the depth of legacy. An industry that hasn’t changed how its product is “manufactured” for more than four decades. An industry where its brightest minds write a resignation op-ed as if they were leaving hell.

Welcome to adland. A business model that is broken. But it doesn’t have to be.

Rethinking our business model

“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete” — Bucky Fuller

Blaming others seems the easy way out in adland today but criticizing the state of the industry won’t take us anywhere. Let’s use our energy to rethink our value proposition and how we can build a new business model.

The advertising industry is often overly obsessed about the end product. We fall in love with a solution so much that we forget the problem we were trying to solve. While it’…