Dirty hands. Dirty brain.

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I love the fact that ad and marketing agencies are getting into the business business.  Anomaly, Kirshenbaum, Bond, Senecal and Partners, Horizon Media,
Rockfish Interactive, GMD Studios and a handful of others, rather than just making ads that either work or don’t, or creating websites that click or don’t, are turning business ideas into commercial enterprises. And experiencing that reality.

The biggest gripe between agencies and clients has always been that agencies care about the communication first and leave the sales to the clients.  Sure, the agencies will go flip some hamburgers when they win a new fast food account or sit in the emergency dept. to see what healthcare is all about, but at the end of the week the paycheck shows up and the pain is someone else’s if “the work don’t work.”

By starting businesses with new P&Ls this new breed of shop gets to “feel” all 4 Ps. Plus they get to feel the customers. Feel their own employees. Noah Brier a smart new school marketer suggests every marketer should learn to write little code just to get a taste of what digital is all about. Get the hands and brain dirty.  Agencies that build outside businesses will first flounder a bit and then excel at their craft. Droga5 became a stronger shop thanks to Honeyshed, mark my words. Peace!