When I had to report on every little coming and going in the agency world I learned real fast that Rick Webb was a great quote. He’s got a lucid brain that can make the complex pretty clear and cut through most any flavor of bullshit. Rick’s compiled the breadth of his experience at The Barbarian Group into Agency: Starting a Creative Firm in the Age of Digital Marketing, essentially Rick Explains It All.
It’s a must-read if you’re thinking of starting an ad agency, and it’s great information that might corroborate other prejudices or processes you’ve developed if you work with them already, either as a supplier or a freelancer. Give it to your colleagues—I know I’ve got a few destined for mine. And keep a highlighter handy.
The book is essentially a more buttoned-down version of the KLF’s “The Manual (How to Have a Number One the Easy Way)” and if you followed all the instructions inside and were halfway decent at making ads you could probably succeed. The only thing missing, and maybe this is because Rick is savvy enough to leave room for a follow-up, is answering the question Why.
Why would anyone want to start an agency in 2015, when it’s easier than ever to build a brand from scratch, or take a novel technology to the stratosphere with free money from VCs? Maybe I’ll ask him and let you know.