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I love the idea of a virtual agency. As long as you don't have to mess about creating an avatar

nice list. shaming, really. your point one deserves to be right there, at the head of the list. turfs, silos, walls, supposed areas of expertise, all of it means that the flow of work, and the development of an idea, is constantly hitting roadblocks. the work becomes muddied as each person 'owns' it. the process grinds to a halt as each person argues their case. i've found over and over again that reinvention is a dead end strategy - and that opening up to the flow of other's ideas (learned this one in improv classes) is in fact the path to better, more surprising results... and of course it's a whole lot more fun.

This is a popular topic at the moment! And that clearly indicates that something is rotten in the state of Denmark ;)

It seems there are pressures coming from within agencies as well as from clients. And while there are expectations that media is where things will shift, I still think there are other alternatives -- especially in the field of business consulting. As you say, creative is not the end point -- it is the start. And if you can't link it to business results or strategic objectives then it is just a waste of money. It is time to wise up ;)

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