I have to admit. When I first took a look at the agenda for Advertising Week, it really struck me as yet another opportunity for the industry big guys to pat themselves on the back. I was a little dismayed at the lack of activities for those of us with less than six figure salaries. Heck, would it have been that hard to organize a portfolio review, or even just a Jr. oriented panel discussion?

All that being said, I attended a discussion this afternoon entitled “New Kids on the Block” which focused on the models behind three small new agencies here in New York: Taxi, StrawberryFrog, and Anomaly. (I’m going to assume that the powers-that-be were simply oblivious to the title reference.) Something interesting has to come out when you take the top dogs from three of the hot new shops in town and stick them all behind one table.

And it did. The discussion began with a simple overview of the three agencies presented by their respective personnel: Paul Lavoie from Taxi, Scott Goodson from StrawberryFrog, and Jason DeLand from Anomaly (Ernest Lupinacci who was originally scheduled as the speaker was called out of town). These three agencies were chosen because: they are each newcomers to the NY scene; they are each small, nimble offices of 20-30 people; and they’re all out to change the world.

During these descriptions, it became quite clear that each of these agencies is designed around the notion that advertising needs to change. Lavoie, Goodson, and DeLand each had something to say about the dinosaur agencies of the days of yore…and why they’re heading toward extinction. And each is operating their new agency around the concept that advertising isn’t just that anymore. Gone are the days when an ad happens on a piece of paper or a 30 second television spot.

I think perhaps Scott Goodson’s description of StrawberryFrog’s goals sums it up the best: these agencies are in the business of “sparking cultural movements for specific brands.” It almost seems that term “advertising agency” itself should fall by the wayside. These shops are so much more. They’re idea shops. You want the interior of your new retail store designed? No problem. Don’t know what to name it? We can help. Need ads to go with that? Don’t sweat it.

Ladies and Gentlemen, welcome to the new age of “advertising”.

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