The 24/7 Agency – are we
professionals, or is this Wal-Mart?
The latest new development in
the increasingly disturbing “WTF” world of advertising – a new Chicago shop to
be launched by Brian Mandelbaum – a 24/7 agency. According to Rupal Parekh’s Ad Age story, the concept is to hire social media content creators and account
managers that will work throughout the day and night – always on, always
accessible, always clicking.
Sounds kind of like the 3-shift
concept of America’s industrial revolution? Or maybe this concept of “the
agency that never sleeps” is the next thing in what I would describe as a long,
sad, downward spiral for the agency business. Peter McGuinness, CEO of DDB Chicago, described it as “a great way to further commoditize our business.” He said, and I completely agree, that the problem
isn’t whether or not agencies get the job done, or what hours they work.
Advertising professionals have never worked a 9-5 structure, and already work
nights, weekends, etc. in service of their clients’ programs. He reasons that in an environment where the agency is expected to work at
lightening speed, quality will certainly be compromised.
Whatever happened to the
perception of advertising and marketing communications agencies as professional
service firms? What is Mandelbaum thinking? Is he just pandering to some
clients’ needs for instant gratification?
Wal-Mart is open 24/7, but you
don’t get better merchandise or a higher quality shopping experience. All you
get is low price. Commoditization, indeed. McGuinness is a smart guy. Perhaps
that’s why he’s CEO of a major agency in a town that has produced a boatload of
real advertising. As for Mandelbaum, good luck. How many graveyard shifts do
you think he’ll be working?