Tuesday, August 25, 2009

The Long Tail of Agencies

When I left portfolio school, the hot shops to work for were Wieden + Kennedy, Goodby Silverstein & Partners, Cliff Freeman & Partners, Fallon McElligott, and TBWA Chiat/Day. Places like VitroRobertson and Loeffler Ketchum Mountjoy rounded out the boutique-y list.

Most of those big shops are still on top after a decade. But I think this list has vastly expanded. Ask one portfolio student where he wants to end up and he may give a similar list of tradition agencies.

But another may say his top picks are R/GA, AKQA, Anomaly or Atmosphere BBDO.

Another may say she wants to end up at BBH Labs, Lean Mean Fighting Machine, Poke or Dare Digital.

I wouldn't be surprised if some students graduate portfolio schools wanting to work at Google or Facebook.

Suddenly, Chris Anderson's Long Tail is beginning to make a lot of sense in the world of job-hunting students, as well as the kind of agencies clients need, and the kind of work agencies want to do.

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