Ad Agencies Have Become A Commodity

: Sherrie Perkovich

Yes, the very idea that ad agencies, or any company that is in the service business, can become a commodity is life threatening news. I read such news today in an article in the South Florida Business Journal titled "Virtual Ad Agency Gives Glimpse of the Future."

To their credit, this company has figured out a way to serve the under-served low budget clients that typically end up creating marketing/advertising material themselves....and then wondering why it doesn't work. With more and more small and home businesses being launched, there certainly is a market for this sort of thing.

However, it pains me to see incredibly thought through strategic planning and creativity whittled down to a mere mathematical formula. We give you enough options and you won't have the same ad as someone else. We give you enough options, and you're still going to end up with crap.

We as an industry need to put more emphasis on our intellectual property and experience and less on low budget, low value propositions to "just get something in the market." With the on-going debate about being compensated for proposals and Agency Valuation that the 4As is spearheading, it is essential that we do not undervalue our service.

Otherwise, in my next post I'll be asking you if you want to supersize your order.