More Doom & Gloom for Agencies

A thought from a blog I've just come across - Pink Air. This is essentially about customer generated content. One key thought is that with all this quality stuff being produced by customers, agencies could be in trouble - link

At the moment, I've only seen decent customer generated content for quite exceptional products and brands - ones that inspire customers to give a damn (I give you FireFox Flicks). So perhaps the role for the future agency will be about desparately trying to flog the "also rans". Hugh MacLeod observed a while ago that there are two basic survival choices - to be the cheapest or the best. There'll be plenty of work for agencies for a few years yet whilst the middle ground remains.