So I just read “Do Agencies Need to Think Like Software Companies?” and I thought add my perspective as a technologist at a digital agency.
I think the major value that agencies offer brands is the ability to think outside the box and focus on strategy and creative vision to drive their product towards a specific message. A great example of this is the ‘Old Spice’ campaign that did very well. Wieden + Kennedy crafted a pinpoint message and delivered it in a very clever way that utilized social media perfectly with digital technology. Part of the art in delivering that message was the storytelling, wordsmith and crafting that was so apparent in the tv ads, youtube responses, and tweets.
