It's been a little while since I posted, so here we are then. This post was meant to be a Smiths lyric seguing neatly into why most agency websites are rubbish/unable to successfully promote themselves, but it's not going to do that.
Instead, I'd like to focus on publicity. Should agencies attempt to cash in on their efforts and publicise themselves? Decide for yourselves by watching these two choice clips:
So..uuh.. that's a no, on that evidence.
Or if you are going to be publicised, actually be famous for being good at something, like the Saatchi brothers, Trevor Beattie, or say, Ridley Scott, back in his Hovis ad directing days.
I think agencies can promote themselves, but have to tread incredibly carefully, lest they wind up looking like creative piss-artists. Lord enough of what goes on in agencies to the outside world at least (debating 'owning' colour, anyone?) looks like poncy wank.
That said, a little bit of clever PR (think Wieden and Kennedy and the Daily Mail and Rooney article) goes a long way.
If agencies can convince the outside world they talk something like sense, or are in touch with the cultural zeitgeist in the case of the Rooney article, then plaudits will follow. It's funny how many people believe you if you can say who you are in a confident voice.
However, act like a tosser (see above) and you've lost before you've even begun. And no, I don't think the agency.com viral was a parody, much as they claimed it was afterwards.