How many times have you read that statement? How many times have you dutifully ploughed through the long winded article, hoping that a light bulb will go on somewhere and a shining path to retirement and fortune some years ahead will open up? And how, more often than not, do you go away feeling disappointed?

I offer you one certain point; the agency of the future will not be like any of the ones we see today.

For two reasons
1. Agencies today are largely close family relatives of agencies yesterday, born in the confident times of the 40’s and 50’s of the last century. Operating in a very different age now they have inherited the same unaltered genes of their great great grandparents.

2. Business leaders of the future growing up today, will not accept the rules and paradigms of the past. Mainly because theirs is a world that has undergone such fundamental change and trauma economically, politically, technically, morally and intellectually. 

So agencies will change.

For what it's worth, these are the hallmarks of the agency of the future I can see:

·  uncoupled from the dominance of one way of believing

·  removed from the belief that it’s only the people ‘inside’ your business who make up your business

·  free to challenge

·  comfortable with ambiguity

Hope that’s not too disappointing.