The Swedish magazine Dagensmedia had a story a while ago where they cited Eric Block well-known design strategist and managing partner at Duffy & Partners announcing the death of the Advertising business and thereby the agencies as well. Of course this is not a new issue, but it’s more actual than ever today.
A wide range of consultancies such as advertising-, web- and media agencies try to define and find their place in the media buzz, by inventing new categories. One intresting question is just which of the consultancies going to win the race? Compare it with a well-known anthropological journey, where the result will be established after a while when the new phenomena had been stabilised.
The (communication) business is under “construction”, or rather constant development. But I will say that Eric Block got it absolutely right. The main issue for the consultancies is to set an agenda (WHAT) by formulating a strategy. HOW this strategy will be performed is the tactical issue. And whether it’s a web-, Advertising-, PR- etc. solution is subordinated. The main issue, and the only issue, is to communicate the message the absolute best possible way.
And who form the best strategy then? Of course it’s the design strategist and/or design consultancy. The design perspective doesn’t favour one solution (a new web or an ad), like a web/ad/? bureau do. It finds the right way, independent of tactical solutions or constrains. A design management planner simply has an objective and transparent eye to decide what will be the best for the customer.
Over and out.
