Adweek recently announced that Organic's Colleen DeCourcy will take the new role of chief experience officer at JWT....


It's a sign that the battle for Agency 2.0 is in full swing. There are a lot of definitions floating around about what Agency 2.0 is.
For what it's worth–I'll offer up my unofficial version. Agency 2.0 is the next-generation model that many Advertising/Marketing agencies are actively seeking. It promises to heavily influence how a brand is "marketed" and experienced across a variety of customer touchpoints and channels. (Think Citibank "Thank You" and Citibank online, ATM experience etc.–then imagine one agency leading the charge across these multi-faceted initiatives.)
So what about DeCourcy did JWT take fancy to?
JWT's chief creative officer Ty Montague described DeCourcy as a "big thinker who has one of those four-dimensional minds." At JWT, she's expected to work with all clients and contribute to new business development efforts. "I want to be able to deploy her in situations where she is most needed," Montague said.
From interactive, to word of mouth–agencies across the globe want to position themselves as the driving force behind the strategies which help connect people with brands/business. So who will emerge as Agency 2.0?
Some feel that the large traditional agencies are best positioned to do this. Others, see the nimble interactive shops having the most relevant experience. Still others see the media agencies or marketing firms paving the way. No one really knows how this will turn out–but one thing for sure is that the agency world is taking action before our very eyes and it's pretty amazing to see. It's going to be an interesting ride–stay tuned...