A darwinian agency or how we have to adapt to an idiological world
This is the start of a series of articles, that I am currently writing on as part of our new idiology. The key theme of idiology that connects every aspect of what we are going to write about, as diverse as it may be, is evolution – the evolution of brands, the evolution of how humans and technology converge, the evolution of marketing, of ideas and ultimately the evolution of our industry. In this series of articles I will focus on the latter and about how agencies and their business model have to evolve.
Evolution is the constant process of adapting to changing environments. Everyone working in the agency world will acknowledge that we as an industry are masters at arguing about how we need to adapt and change the way we work. For outsiders this might seem strange and to be honest, I am also sometimes surprised about the amount of time and energy we put into self-reflecting our existence in the market place.
Change and adaptation has always been of importance for the advertising industry and the question about a constant evolutionary process remains valid: How do agencies stay on top of their game in an ever changing and highly dynamic cultural environment? This will be the key question behind this series. The first article covers the why. Why is it really so important that we need to adapt and to what. What is the change out there that everyone is talking about?
I hope you enjoy the read and that you will use the articles in the way you want to – share them, comment on them, agree or disagree with them or even make fun of them. As long as you don’t ignore them, we are happy.
Part 2: Creating Creative Environments – What needs to change?
Part 3: Fluxability – How constant adaptation can work?