The Rise of the Modern Agency

• Posted: Wednesday, July 05, 2006
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• Author: pradhana

BY Mark Kingdon

Over the past two years, a new network model has emerged: 21st century networks. Social networks MySpace.com, Facebook, and YouTube (to name a few) allow users to post, share, and discuss content and are the newest frontier for content and advertising. I wrote about MySpace.com and Facebook a few weeks ago. YouTube launched in December of last year and, according to the "Washington Post", it "attracts 6 million visitors each day." In fact, according to Slate.com, YouTube is on track to surpass CNN.com in terms of users "any day now." This powerfully illustrates my point.

Many have opined on what freeing content from the medium means for advertising. Others have discussed what the rise of the 21st century networks will mean for content creation and distribution. In my view, the convergence of these two trends will fuel a huge creative renaissance in advertising and lead to a new kind of agency.

What will this agency look like?

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