“What’s the one thing agencies should do to modernize but won’t?

They can’t win. It’s just not possible.”

This ad exec paints a doomed future for classic ad agencies. Is she or he correct? Is there just no way for the big players in the industry to really change?

First of all I think the article is highly generalizing. You can't just pretend every big ad agency is the same. Comments like "there is no one in the building who knows how to make anything other than a TV spot" point into this direction. Not too sure about the value of this type of rant.

I'd like to add this article here: "If you obsess about big ideas all day long and who gets credit, you’ve completely missed the point."

digiday.com

Alright, let's put some names up. Who seems to be on the right track and why?

What is the right track?

In other words: there are a lot of agencies that simply do what they do best. They employ people with highly creative skills. And they never think about product design or even digital solutions. Take Wieden & Kennedy Amsterdam. They don't even have a clue what a website is and create great "traditional" advertising. I don't see what's so wrong with that.

The right track = still here and making money in 2020.

Nothing wrong with creating “great traditional advertising,” but how long will that be enough to stay in business? And for how manny?