"Virtually every agency activity -- from internal operations to client management to campaign delivery -- is built on a technology platform. These are no longer tools supporting the business. They are the business. Likewise, the communications channels you create for yourself, or your agency, may also become the same channels you use for a client campaign. Everyone in the agency needs to understand and apply the strategic value of technology to client engagements."No arguments here, for years technology has defined marketing. This is one of several arguments he makes for agencies broadening (and deepening) their point of focus from what they make to what they know. This has long been a rallying call at the holding companies - how do we get paid for ideas and not execution?
The truth is, the more we know, the better (more creatively engaging, relevant and impactful) our ideas and our campaigns will be. This coupled with the pay for performance movement which is well underway, will ensure that we do, in fact, get paid for the quality of our ideas.