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Trend-spotting is driven in part by ad agencies’ fear that their traditional core business – making television ads – is threatened as new technology lets viewers skip advertisements or even choose ad-free programming. Instead of simply producing ads, agencies now want to be seen as creative consultancies, helping clients develop marketing strategies or even new products.

The revolution and evolution of Advertising, PR and Marketing Services from agents to facilitators I wrote about in these three posts back in October is going to be one of the big stories of 2006. Reading this article in the IHT two of the big four have already made a declaration of where they believe trends are heading. DDB (part of the Omnicom Group) believe that customers want to be lead while JWT (part of WPP Group) believe that customers want to participate. One of the core problems within Advertising, PR and Marketing Services is the fact that many of its current people only know one side of the agency / client relationship. This will continue to be a major barrier for those whose career todate has been exclusively on the agency side.

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