Wait 24 Months For What Exists Today

In a shining example of how "you don't know what you don't know" can hurt you, consider this startling revelation.

In a MediaPost Commentary, Gavin O'Malley reports that Colleen DeCourcy, chief experience officer at JWT, when asked what agencies in dire need of digital expertise should do, said, essentially, "wait".

"We have 24 months before finding digital talent becomes really easy," DeCourcy explained during the American Association of Advertising Agencies' first-ever Digital Conference last week.

At the rate that Internet and digital technology evolve, there won't be any need for advertising agencies to start looking for talent in 24 months. In 24 months, there won't be any clients of any substantial numbers needing digital advertising services, like online video. They will have already been doing it for a long, long time.

Global Video Technology, for example, has been providing streaming video email and streaming video on demand services, with real time statistics tracking, for over 2 years. They recently added streaming video email autoresponders and support for sales pipeline management. They also offer two methods for bulk emailing; one for those with a list and one for those who use database marketers.

Imagine where companies like this will be in 24 months. The advertising agencies need to wake up to reality very soon.