Reading List: The Agency of the Future

Each day we provide a roundup of five stories from around the Web that our editors read and found noteworthy. Follow us on Twitter for updates throughout the day @digiday.

Fixing Agencies: There’s no doubt the agency of the model of the future remains hazy. There is no shortage of candidates. The real problem, according to former Y&R chief digital officer Tarik Sedky, is that agencies are the equivalent of albums in an iTunes world. In this, he means the agency business model is to bundle together services when clients increasingly want maybe one piece from a specialist agency. The wrinkle in this is that clients don’t want to pay for all the overhead at each agency they use. Sedky suggests the agency of the future might be more like a talent manager who coordinates the efforts of many specialists. It’s not that far off what Ty Montague and Rosemary Ryan are doing with Co. Onward —  Brian Morrissey  @bmorrissey
Playing the Race Chip: There are few blacks serving as CEOs in America, but even fewer in Silicon Valley. It’s not that there aren’t talented African Americans out there, they just, at least according to TechCrunch founder Michael Arrington, aren’t making themselves known. Only 1 percent of tech and Web startups have African American founders, but talking about it, writes author Hillary Reinsberg, makes everyone, including the press, a bit “squeamish.” Mogulite  –Carla Rover @carlarover
Page Gooses Google: Google CEO Larry Page is tyring to change the culture of a company that is known for its culture (and, as a co-founder of the company, a culture he helped create). From limiting meetings to 50 minutes and requiring that bathroom breaks be scheduled in, to eschewing email — even Gmail — as an inefficient means of solving problems, Page is trying to revive some of the nimbleness that made the behemoth so powerful in the first place. To do it, he has cut more than 25 projects at various stages of development and engineered the purchase of Motorola Mobility, getting the software giant into the hardware business. All this in order to keep Google, with its 31,000 employees, from becoming another AOL. NYT— Anne Sherber @annesherber
Tipping Point for Mobile Search: As smartphone and tablet use continues to grow, user-search patterns are changing drastically as a result. According to search-marketing-platform provider Efficient Frontier, mobile could account for as much as 22 percent of total search ad spending next year, as marketers attempt to capitalize on that behavior. The biggest driver for that increased investment? Tablets, of course. The devices now account for around half of mobile search spending through Efficient Frontier’s platform, despite the fact that they by no means account for half of all mobile searches. TechCrunch — Jack Marshall @JackMarshall

Still No CBS Hulu Pact?: When Hulu ended its public sales process a few months ago by deciding to stay as is, many speculated that CBS might finally end its stance as the lone big broadcast network not part of Hulu (other than the CW). But, according to Gigaom, CBS interactive head Jim Lanzone, speaking at Ad Tech any idea of a Hulu CBS distribution deal. But as the dust settles, don’t be surprised if CBS looks into working with Hulu on a Hulu Plus-only distribution deal. CBS CEO Les Moonves has hinted that the network could be open to such an arrangement. Moonves has been very vocal in the past with regards to getting paid for content — one of the reasons he was so opposed to allowing CBS shows to be streamed via Google TV. GigaOm — Mike Shields @digitalshields

 

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