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Introduction

The term Agency 2.0 refers to the next generation of advertising and marketing agencies, and more specifically, to the new skill sets and business models that they must adopt in order to provide their clients with interactive marketing communications programs in today's more Internet savvy world. It plays on the concept of Web 2.0, which was first introduced as brainstorming session between O'Reilly and MediaLive International in 2005.

This term was coined by Albert Iannantuono, President & CEO of Tri-Media Integrated Marketing Technologies in a featured presentation at a DMA conference held at Lowes Ventana Canyon Resort in Tucson, Arizona on January 25th and 26th, 2008.

The presentation: Adopt, Adapt, Adept, or Die, focused on the quickly evolving world of Internet marketing strategies and what successful marketing agencies must do to survive in the face of increased competition and expanding, on-demand media sources that threaten their businesses relevancy.

Defining Agency 2.0

Agency 2.0 is used to denote the next evolution or generation of advertising and marketing agencies who have successfully adopted Internet technologies into their groups operating and marketing practices to effectively elevate the branding, communication and transactional marketing initiatives of their clients beyond those previously completed using only offline marketing techniques such as direct mail, print advertising or media placement.

Special attention should be paid to the phrase 'successfully adopted' in the definition, which makes reference to the fact that adopting and deploying Internet technologies into an advertising or marketing agency's solutions in most cases is not a profitable venture. So successfully adopting Internet technologies within the context of the Agency 2.0 defintion must be defined as aquiring the knowledge, skill set, tools, infrastructure and processes to deliver highly responsive integrated marketing communications for clients while generating an equal or greate profit for the agency.

What is criteria for becoming an Agency 2.0?

Becoming an 'agency 2.0' requires a typical advertising agency to move beyond standard offline media offerings and adapt the new technologies needed to address today’s media and Internet-savvy audience who demand faster, more personalized and even more relevant communications in order to earn their attention and patronage. Further, and most importantly become Adept at deploying those technologies to deliver truly integrated marketing communication programs beyond traditional media.

'Shisha Boys' is a documentary film directed and produced by British filmmaker Daniel Jewel. The film was screened on Channel 4 in 2007 on the popular 'Three Minute Wonders' strand. The film portrays the effect of the UK smoking ban on the shisha pipe smoking culture of London's Arabic quarter.


Plot Outline


According to the Internet Movie Database the plot of the film is as follows: "Danyal and his friends meet up every day at the biggest shisha smoking cafe on the Edgware Road - 'Shishawi'. They enjoy the alcohol-free and open atmosphere of the cafe, where everything can be debated and discussed. The cafe looks likely to fall victim to the smoking ban and the friends reflect on what they and London will lose - a place where young British Muslims and people from all cultures and creeds could mix freely, and break down stereotypes. The friends also discuss their views on the 7/7 bombings, which hit Edgware Road in 2005."

Brian Allen Scott is a purported UFO abductee who claims to have been kidnapped by gray aliens while living with his family in Arizona. In the 1970s, while on a visit to South America with some followers, Scott reportedly underwent a spiritual "transformation," becoming a personal conduit for an intergalactic being named Voltar who was the reincarnation of Incan deity Ticci Viracocha. He returned to "spread the word of Voltar" to the public in Tustin, Orange County, California.

While videotaping his tirades in Tustin and networking behind the scenes with the Tustin City Council, Scott gains increased publicity within the community of UFO believers. Scott and his cohorts devise a media campaign then travel to Washington D.C. to the Jimmy Carter White House immediately before the Iranian hostage crisis starts to attempt to deliver a "message" from Voltar under the pretext of what Scott, et al. call the "voice of the Common Man" which also contains a prophecy about benevolent aliens ( not the grey aliens ) returning to Earth in 2011.

Scott's stories of abduction and having been the living reincarnation of Viracocha have been thoroughly debunked by several UFO researchers and a scientist over the years on purely evidential grounds, lack of meaningful corroboration and the claimant being unable to reproduce quantifiable, fact based measurements which verify his claims.

Scott currently works as a well paid Health Sciences designer for a defense contractor in Pennsylvania.