1. A change caused by the sea:"Ofhis bones are coral made:"Those are pearls that were his eyes:/Nothing of him that doth fade,/But doth suffer a sea change" (Shakespeare).
2. A marked transformation: "The script suffered considerable sea changes, particularly in structure" (Harold Pinter).
Towards a new client/agency model
The most ubiquitous phrase in ad agencies is not 'brand' 'strategy' or 'tagline' - but 'new business'. Two words that sum up the lustful and relentless pursuit by agencies of each other's clients.
Pitching is a monumental waste of energy, resources and billable revenue opportunity oe something freely acknowledged by agencies, who with Darwinian inevitability, still plunge helplessly into it.
Yet it's just one of many contradictory processes the agency business admits to, yet seems unable to resolve.
In 'Sea Changes' , David Wethey uses his unique perspective to analyse this and other problems which he believes amount to a crisis facing the global ad industry today.
"Sea Changes" is designed to be provocative, because advertising is, paradoxically, a deeply conservative business. It covers areas such as:
' why agencies should pitch regularly to their existing clients, as well as to everyone else
' why conflict rules are outmoded
' why contracts and remuneration models should be more aggressive to deliver value to both client and agency
' why agencies should work 'along the line', not through the line
