The more markers and their agencies integrate established communications channels the more channels beg to also be included. Holding and group companies like WPP and Ogilvy or boutiques like Naked have devloped cross channel teams to ensure the right comunications mix.
This in turn however highlights the need to align the rest of the marketing mix: staffing and process, companies like the Ingram Partnership blend business consulting with communications planning to offer this hybrid service.
The next logical step is of course product development. Anomaly is selling an all-in-one package of services for advertising, product design, strategic consulting, and technology licensing. The remuneration structure is interesting; not fee based or, god forbid, a percentage of media spend but they believe in the partnerships with their clients so they a percentage of sales or equity.
Business 2.0 Magazine inteviews Anomaly founder Carl Johnson on the the next agency model.
Interestingly this is pretty much the role that advertising agencies played in the past - see Stephen Kings invention of Mr Kipling - but as roles and remuneration fragmented and became even more specialised we lost sight of this and our place at the top table.Tags: anomoly, naked, integration, agencies, ogilvy anomaly nyc giles rhys jones