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Written by The Mezzanine Group
on March 28, 2010

I was at a presentation on Tuesday night about social media. A major theme of the discussion was that the ‘traditional ad agencies’ will never shift to social media because they are too used to making money in other ways and too resistant to change. The drive towards social media is always coming from the client, and if the traditional agencies move in that direction, they do it slowly and reluctantly. It got me thinking about one of our clients, a very cool designer and fabricator of massive retractable roofing systems. They have an analogous situation in which the buildings they design are almost always requested by the end user (the developer). While there is an architect (ie, an agency or intermediary) in charge of the building, it’s rarely the architect who pushes for the new and innovative roof.

It got me thinking – are intermediaries always resistant to change? It would seem that their role and the reason they get paid is to drive change, provide best practice and expertise. Maybe that’s naïve on my part. Who are some intermediaries who drive change?

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