The Albatross.

The albatross hovers over the ocean, gliding across it for miles. It flies to feed, to guide seafarers, to test the health of the space beneath.

You probably don’t spend a lot of time thinking of the albatross. Would you, if it led to a vision for the agency of tomorrow?

Metamorphosis, not change, is upon the agency world, and it has been for some time. Each corner of the market has evolved over the years. Agencies have digitalised, embraced omni-channel, responded to the need for a fairer world, they’re currently figuring out AI.

There’ll be more things to figure out in the future.

Incremental evolution will only take agencies so far. In a market where all agencies are neck in neck, it will never be enough.

What’s needed is a metamorphosis of agencies into active and agile entities that define their environment, create new territories and ecosystems that complement their vision, so that they may act and feed as one.

A departure from individual parts to a lithe, unitary body that navigates changing conditions with ease.

From flying unknown to bravely signalling new paths.

From limited feeding ground to spanning the whole ocean and finding territories to thrive instead.

From forgetting one’s legacy to renewing it for even more flights.

This is the metamorphosis of the agency from a static state into The Albatross, a bird that hovers over the ocean – to find new waters, to feed, to thrive.

It’s an intentional and hopeful process that carries with it the inherent omen that things cannot remain the same if we intend to play an active role in the same tomorrow we’re looking to define for ourselves and for our clients.

The Albatross* is my initial exploration into this kind of thinking, born out of working in the design & branding industry, experiencing its strengths and opportunities for renewal.

It’s a vision and a metaphor in the process of refinement. A directional proposition and a provocation to facilitate discussion and action.

How far can you see,

How far can you fly in the direction of the agency of tomorrow?

Open Water.

*A series of essays and conversations on what may influence agencies in the future. More to follow.