I've been working in agencies for over more than 15 years now. It became obvious to me that the agency world is in a constant change. The traditional agency & client model is coming to an end by now.
Gone are the days that a client came to the agency, gave them a mission and a budget and expected the agency to deliver a finished product. The agency was considered as a professional company outsider.
In the current market situation and ever changing digital world, the client is expecting more. More insights in the organisation, in the people, the company's DNA and budgets are continuously challenged.
As water working his way through the rocks, in a constant move to get to the end goal. It adapts itself to any given obstacle and situation, to get to the best results as possible. This is the attitude that any modern agency will have to adopt to survive the system.
In the "liquid agency model", agencies are training people to fit in the clients company's DNA. It will outsource talent at the client premises, even if this is a threat losing them. The agency will gladly work together with other agencies to acquire better knowledge or deliver shorter deadlines.
In this new agency ecosystem there are no allround agencies. No one is that good to master great branding, posses uber digital geeks and have the most creative graphical designers. In the "liquid agency model" the main role of the agency is to bring the best possible teams together, faced the challenges they expect on the project. They are excellent planners, coaches and business facilitators. Only than will they be able to deliver the quality and the fluid handover the client is expecting.
Over the years, the agency world is consolidating, freelancers and outplacement is becoming mainstream and networks and being forged. This is without any doubt the result of natural selection and evolution. The agency of the fittest is the one ready to adapt, focusing on core teams and specialties, coaching talent to explore new horizons.
This liquid agency is an incubator for great people, ready to explore the world to fulfill their job with passion.
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