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In a world where communication tools and channels have become extremely diversified and complex, and where the consumer has taken control of the information flow, you need expertise in every field.

An impossible “swiss army knife” sounds like a solution to some but a full service, 360° agency can no longer keep up with consumers in all these fields. The traditional agency model is not optimal to keep pace with our current speed of change.

At the same time Generation Y is emerging as both the dominant consumer group and the creative class that will determine how communication works in the coming 30 years. Their priorities contradict the ones of the previous generation. They focus on being someone which will allow them to do cool shit and be good at it which will in turn enable them to also gather material richness. The “old” generation first strived to have, allowing them to do things that in the end would let them realize their personality.

Conclusion: People and their businesses continuously change through interaction. Here’s a new model, where complementary skills and personal connections yield creativity, agility and effective communication, enabling businesses to focus on their core strength and excel.

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