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Smart Thinking blog

Insights and expert advice on the key issues facing today’s pharma marketer

The demise of stand-alone digital agencies?

Not a chance, says bmore creative's Ben Blackmore

I read the news item about the findings of a survey of marketing students in Europe with interest.  I graduated University in 1996 and my final year dissertation was written on 'The Internet' – I was the only student in a class of 36 to be given a 1st for my dissertation. Something I was very proud of. But why do I think I achieved this grade? I don't think it was due to my literacy capacity to wangle my words in true wordsmith fashion; no chance! I am a creative designer at heart and everybody knows, designers can't spell! (And is the apostrophe in the right place?)

No, I believe the real reason was because my subject matter was 'New, innovative and exciting' Even in '96, those people in the know understood how the internet would fundamentally change our behaviour both as individuals and a global society, how we would interact with each other, engage with brands and make informed decisions.

My lecturers also had no idea what I was talking about and found the whole piece very useful, informative, relevant and educational. Four words which we still adopt and champion here at bmore daily.

  • Is it useful? (Who needs it?)
  • Is it informative? (Can it be easily updated?)
  • Is it relevant? (When will it be out of date and when will we need to update it?)
  • Is it educational? (If so, to whom?)

So, do I think stand-alone agencies will still exist in 2023? Absolutely! They will and must. The whole ethos of the internet is access to shared and open information to help educate and inform the entire world. Digital solutions and the internet should always appeal to the individual, the small company, the stand-alone agency and also the global networks of über giant congloberates (that think they are in control of the world!). 

Freedom of speech and access to information will mean the digital marketing landscape will always need the input of the individual and stand-alone to keep the big boys on their feet and up-to-date! 

Keep moving forward.

Article by
Ben Blackmore

MD, bmore creative

7th June 2013

From: Marketing

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