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What Is An Agency's Role?

on 31 Jan  Posted by Admin  Category: Internet Related  
by Gord Hotchkiss

Last week, I was talking to someone about what  role a digital agency would play in the future. We went down all the usual paths and came up with the usual answers, but afterward the question still lingered. What is our role in the future? I’m reasonably certain it won’t be the same as our role in the past.
In cases like this, I some­times find it help­ful to do a lit­tle lin­guis­tic exca­va­tion. I’m con­stantly sur­prised by how con­cise and accu­rate the labels we choose are, if we spend the time to explore their roots and unearth their true meaning.

What then is an “agency”? Well, agency is sim­ply the capac­ity of an agent to act. It’s the sphere of “action” that sur­rounds an agent. So, we have to dig a lit­tle deeper. Wh