agency 3.0 (part 1)

Now that web 2.0 is taking off (and we are arguably in a web rennaisance period), I wanted to start a discussion on how agencies could use some of the principles of this new paradigm for some much needed adaptation. While lots of people have talked about how agencies need to change, I'm not sure we have nailed just how they should do it. I've suggested the name agency 3.0 because arguably, integration and the emergence of creative independants (or creative networks like MDC) has been an evolution. Also, agencies have an opportunity to leapfrog: if you are going to make a change, make it a big one.

But before diving in, it's worth defining the key principles of web 2.0:

• reach out to the edges and not just the center

• trusting your users (letting go of control): let them play with a lot of your material

• the perpetual beta

• encouraging P2P communication

• software as enabler not as a platform (Netscape was a software platform (or product if you will), Google is a service)

• harness collective intelligence

• folksonomy vs. taxonomy: letting users define and categorize

• dynamic websites (i.e. blogs) are more attractive than static

• rich user experiences

In an agency, there are only a few things you can tweak in order to change the way you work: the people, the way those people are organized, and the overall philosophy or agency culture. But based on web 2.0, agencies should start to think about:

• More co-creation with clients and consumers. By having other people build on the creative or brand ideas the agency has created you build a stronger relationship with your user base and your client. While this is a tough thing to do for agencies (expecially creatives), and takes some give and take on both sides, I have seen this work very well at DDB. The key is to have both sides recognize each other's expertise.

• Better use of idea sharing technology (to encourage more user participation) In most agencies (especially large ones), there can be a lot of isolation between groups. As a result, a lot of ideas do not get shared or fewer people or brought ot bear on a problem than should be. There are plenty of programs (from Lotus Notes to basic IM or blog type apps) that allow people to post their thoughts, seek help, share ideas etc. John Moore of Brand Autopsy posts about Rite-Solutions that established an internal stock market for ideas.

• Changing the frame of reference Many, if not most, agencies, still think of themselves as communications companies. That is how their clients look at them and their product. But the learning from web 2.0 is that messages from one entity to another are not the most efficient way to work. Rather, if agencies think of themslves as instigators ideas or experiences , it orients them to act in a new way. It allows hem to redefine their "product" - to provoke and communicate through content, advertising and retail.

These are a few though starters - more to come in part 2....