“In the next few years I think we’ll see the emergence of three agency models. The model born from the traditional agencies will excel in creating stunts that start in mass media or online and then (if they hit a cultural nerve) are fuelled by social media. A pure digital agency model will survive by continuing to create a systematic service layer for clients. This will include e-commerce, e-CRM and all the utility/informational stuff companies will need to stay relevant in the networked world. The third model is a hybrid of brand story telling and systematic design. This is the hardest and involves innovating and communicating. It’s the model I’m most interested in.”
— Nick Law again
