The Time piece on ‘you’ as the person of the year made me feel initially relieved and then a bit queasy. Relief in that as mainstream a media title as Time was attempting to embrace web culture, but queasy in that it still misses the whole point which is that it’s a two-way thing. Honestly.. ::sigh:: grrrrr etc..
Realted to this, a really interesting view from Neilsen/BuzzMetrics’ Max Kalehoff on why AdAge was similarly wrong to name ‘you’ as agency of the year. In his splendid riposte he sets out ten attributes that an advertising/marketing agency or more importantly, I would argue a hyrid marketing/design/technology agency needs to demonstrate in order to be considered worthy of an agency of the year title: Network utility, great experiences, word of mouth, campaign to platform mentality, expertise in innovation, product and customer service (when client’s offering is err.. lacking), listening over speaking, organise around the individual.