Don't Get Too Caught Up In Your Agency's Future
September 7, 2011 by Kevin Michael Gray
What is the future of advertising? We all would like to know! Todays featured article comes from Ad Age.com. Read below:
If you're anything like me, the envisioning of your agency's future is never-ending. I'm in a nearly constant state of looking ahead, planning for who we will be, what we will do and where we will go. How could I not? When you're in the business of ideas, there's always another light bulb around the corner, and you need to have at least one eye on the future in order to see it coming.
But having tunnel vision on "what's next" poses some substantial risks for the present -- specifically, missed opportunities and stunted growth for your agency. This is something I've struggled with lately. Some days, I would love nothing more than to rush the process of becoming the agency we want to be. I'm tempted to set aggressive agency-branding objectives, new-biz goals and talent-recruitment targets, and then push the team to deliver on them. But these goals would likely be unrealistic, burn out our amazing talent pool, cause stress-induced mistakes and missteps, and ultimately work to counteract the initial point -- to get where we want to go, but faster.
