In the midst of all my madness, I attended a board meeting for Just For Laughs this week, the comedy event that I helped grow (and one where I still direct its Gala shows, but more on that later this week).
At said meeting, plans for next year's debut Festival in Chicago were unveiled, and talk turned to talk...well, on how to generate it for the ChiFest. I recommended they hire my friend, the wizard of Word-of-Mouth, Andy Sernovitz.
That was easy.
They were so impressed that they asked what agency does something similar in Montreal, so that they could hire someone to help push the local event.
That wasn't as easy.
Hail the power of specialization. Now that Digital Agencies have become a cut-throat competitive genre, not just on their own, but folded into and unfolding out of traditional agencies, the more precision niches, like Word-of-Mouth, are beginning to flex their muscles...and their relevance. And as they spawn competition, you'll soon see micro-niches of specialization like Showbiz W-O-M, Medical W-O-M, Environmental W-O-M and so on.
So until a Montreal W-O-M Agency pops up, I recommended the next best thing to my JFL brethren and sistren--go take one of Andy's crash courses (like the one he's doing on July 30th in Chicago), and bring the expertise in-house.
P.S. If you're interested, it's open for 50 people only. JFL is taking two spots. If you want to join them, click on the banner up above. And if you mention "weloveairborne," my namesake may even give you a juicy discount.