Biz dev guy loses the thread in Ad Age

An abbreviated version of this post appeared as a comment to a column in Ad Age…

I’ve been paying a lot of attention to the trades these days, looking for forums to talk about what we believe in, and staying abreast of trends. Do I think/hope the former will lead to new business opportunities? Oh faher sher.

I’d posit the same is true for just about every contributor to a trade publication who’s got a related business.

And then there’s Barry Wacksman, EVP-chief growth officer, R/GA.

The January 11 issue of Advertising Age features a column penned by Mr. Wacksman in which he urges agencies to strive not for ‘lead’ status among a roster of agency partners, but instead for the vaunted title of ‘dream’ agency.

In defining this entity, Mr. Wacksman says ‘it would have a thorough understanding of how consumers think and feel, but also how they seek and make and share and transact.’ I know, groundbreaking. But stay with me, as I did with him…

He goes on to say that the dream agency wouldn’t be wedded to a specific type media; it would be nimble and capable and, most important, innovative, whether working online or off.

‘Right on, brotha,’ I said. (Well, it was really more of a thought. That’s when I tend to channel my inner blaxploitation persona.) ‘Go on witcha bad self.’

Is that coat reversible?

Wacksman continues by pointing out that the ability to execute brilliant ideas—not just conceive of them—would be the dream agency’s key attribute. And, moreover, that said agency would, by dint of its skill, media acumen and strategic insight, become the client’s most valuable partner, regardless of whether or not they’re called the ‘lead.’

‘Testify!’ I cried. (When the moment strikes, my inner dialog can get really spiritual.)

Then Wacksman winds up for the big finish, when he reveals what type of agency is best positioned to grab for this brass ring.

And the winner, he says, is ‘…the current crop of large, independent digital-age agencies.’

Which is funny, because that rules out Wacksman’s agency, an Interpublic joint.

So the question is “Do you think good ol’ Barry is just the gosh-darned nicest, real-est and most secure guy on the planet, to go ahead and endorse a type of agency that his is not…or did he just black out for a minute and forget that he and his whole operation are actually part of the borg?” I’m betting the latter.

I’m also betting that Barry got an extra-special invitation to lunch with Bob Greenberg after the piece ran.

Don’t get me wrong, I’d love to believe that somebody in this super-competitive industry had the guts to tell it like it is, even if that meant a gentle bitch slap to the folks who sign his paycheck.

But I think the truth is more likely that Barry just got tired after writing all those words and became delusional to the point of believing that R/GA really is an independent entity, rather than part of one of the largest agency holding companies in the world, with over 40,000 employees and more than $7 billion in annual revenue.

Independent? Um, not so much.