The good folks over at Adrants posted this interesting piece on agencies' websites (they suck btw) and suggested the blogging route. I had earlier posted this piece which draws its source from across the pond (credit to Adverblog) and basically states, you had better walk your own talk if you want to be taken seriously.
...but back to the Adrants piece. No question that agencies can and should do better, but is a blog the answer?
1) If you blog it, will they (dem clients) come? Yes, if its being written (NOT GHOST WRITTEN) by someone like Lee Clow for example.
2) How authentic is it really going to be? Part of a blog's attraction is its honesty and let's face it, advertising isn't exactly about telling the truth (at least until Dove tried it) My fear is that it would be self-serving with a capital BS.
3) Are agencies going to tend to their blog...or neglect/discard it and allow it to become overrun with weeds like their Intranet? Agencies are too well known for showing up strong (the pitch) but then fading faster than the latest reality show.
4) Would the blog accept comments? Unlikely...
5) What's the optimum mix between transparency and proprietary IP? Look what it did for Howard Dean.
Don't get me wrong...it can't/won't hurt to go big on blogs. Especially if you do hire someone like Steve Hall or Mr Rubel to help out. And who better than an ad agency to show a fresh and innovative way to go about blogging. For example, why not let a different employee moderate the blog every week?
At the same time, I don't mean to go all retro on your ass, but spare a thought for the lowly e-mail newsletter to select clients and prospects...or even the one pager summary of intelligency delivered through the (gulp) snail mail route.
Look....bottom line. An agency's website is a PRIME marketing tool and shame on all who have failed to maximize its potential. A blog component is there for the taking...I'm not aware of any agency that has seized this moment, so until that happens there is first mover advantage to be gained.
Oh and one more free thought for agencies...why not advertise on a few blogs in terms of associating yourselves with thought leadership.
P.S. jaffe Juice is sold out for the rest of 2005, but there's always next year :)
