The Ad Agency of the Future will be a Marketing Solutions Company

November 19th, 2009

An excellent blog posting today from Russ Mann, CEO of Covario, describing his views of the changing role of ad agencies.

Mann points out that a “new breed of CMO [Chief Marketing Officer] would demand a new breed of agency — and it will no longer be an ad agency, it will be something new — a ‘marketing solutions’ company, a ‘marketing consultancy,’ or something that hasn’t even been named yet.”

I agree completely and in the context of the future of publishing note that virtually ALL players in the publishing food chain are facing similar reinventions of their roles. From printers to book and newspaper publishers the revolution is happening faster than most of us can adjust. So be it. Let’s cheer on everyone who makes it to the finish line.