I have been working on an agency business model based on real-time brand intelligence since 2004 — way back when these things were still called webblogs. Beginning in early 2005, I conducted countless interviews with software companies, algorithm authors and wiki publishers to build a model and validate the concept.
Today, with the onslaught of the age of social media and the real-time conversations taking place on Twitter, the proof of concept is in the early stages of occurring organically. It is clear to me that the future role of the modern “advertising” agency is to act as an arbiter of innovation in real-time.
Begin with the simple idea of a trend identified through aggregated information. Build contextual value through a real-time conversation of peers. Edit that conversation using proven thinkers who are the keepers of the brand. Innovate in real-time through an always on model that creates bespoke solutions to highly-qualified needs.
This is a model for a sustainable relationship that, over time, creates a stronger bond and becomes more valuable and does away with the notion of agencies as expendable executors of a commodity.
Below is BrandFlux, an outline on how to create the infrastructure to deploy this model between an agency and a brand.
—Bernard Urban, President + Creative Director, Gigantic