A while back, I jotted down some thoughts on how people are not sitting idly by, bemoaning the economy, but rather are getting off their keisters and doing something - anything, to keep active and to continue to drive business forward.
As a result, paradigms are shifting and people are approaching things in a new way.
One such example within the ad industry is Agency Nil, which has radically turned things on its ear. This group of talented advertising professionals (sound familiar??) has decided that it doesn't make sense for them to decide how much they're worth, but rather let the work, itself, determine the value of what they can do. "When our assignment is done, you decide what it is worth and you pay us that amount."
Interesting concept, to say the least. Although when I've mentioned it to other such talented advertising professionals, I've gotten some interesting looks. One person's reaction: "Hmmm... risky."
Is it? It's a new approach, and if anything, they're making noise - which is always a good thing. They've even taken on powerhouse agency, Crispin Porter, challenging CP+B's own publicity stunt of "selling" off its interns for the summer on eBay.
Regardless, it will be interesting to see if a lot of these types of 'new ways' of doing business and any resulting start-ups continue to keep going once the economy turns around, or if these are people simply biding their time... waiting to jump back into the old ways of doing things, like a warm blanket on a chilly day.
I hope not. I'm hoping things are just starting to heat up.
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