I came across this entry entitle Only those who integrate will succeed from the site EditorsWeblog.Org:
Arianna Huffington, co-founder and editor in chief of The Huffington Post talks about the future of digital media, saying, “The only agency people who’ll succeed are those who fully integrate.”
[For so many years now, agencies have tried different models of integrating themselves into one big, synergistic communications solution company. McCann WorldGroup has tried to integrate the whole of its communications planning and specialists brands into one big offering to clients. I am sure all other companies are doing the same thing. But has anybody truly succeeded? I think the statement is incomplete: The only agency people who will succeed are those who fully integrate - not just the communications that consumers encounter and experience from the different brands that are trying to catch their fancy. The only agency people who will succeed are tho who fully embrace integration - a true integration that affects not just the end-result (if it ever comes to that) as shown and delivered to the client and to the client's target consumers, but also the business model, the business processes, the communication lines amongst various stakeholders.]
She also expressed her thoughts on the "next big thing on the internet," which she said is disconnecting. This was more of a lifestyle comment, as she followed by saying our society is “overloaded” and sleep deprived, and lives are not being well nourished by the digital age.
[I don't think this is more than just a "lifestyle" comment but a significant observation. The question that we should be asking ourselves now is "are we too hyperconnected?" Broadband, 3G, Wi-Fi, WLANs and all other emergent technologies and services on the internet have resulted to significant changes in our lifestyles - and in consumers' lifestyles. Are we too hyperconnected? Are we too connected that we are forsaking our privacy, that we are ready to sacrifice a little bit - or a significant proportion - of our privacy to remain connected?]
[I think it's more than just being overloaded and being sleep deprived - and our lives not being well-nourished by the digital age. It's more than just that - it's a totally different world out there!]
[Just look at Facebook and how it is changing the way we communicate - and the way we share information. Just look at LinkedIn and how it is changing the way we establish our credentials online. Just look at Squidoo.Com and how it is changing the way we create a name for ourselves and sell our expertise - for personal gain or otherwise.]
[Last point: I think the agencies that will truly survive in the new age are those who do not pay mere lip-service to the idea of integration, passion, commitment, self-belief, collaboration, innovation, and interdependence. The agencies that will truly survive in the new age are those who are not scared to listen to small voice from Asia - those who are at the frontlines of their wars - those who manage knowledge - those who are not scared to gather the geniuses that reside in their companies - those who are not scared to be challenged and nurture devil's advocates within their companies. The agencies that will truly survive in the new age are those who are truly passionate about what they stand for - and not just are paying lip-service to catchphrases and not delivering anything beyond noughts and crosses on media plans and hackneyed, clicheic views of the digital world.]
