On January 1 Omnicom and McDonald’s will launch ‘Agency of the Future.’ According to this week’s AdWeek there is a “storied history” to that moniker. The same article explains that this futuristic agency will rewrite agency/client relationships.

I have just one question for the folks at McDonald’s and Omnicom. Who the hell do you think you are? That is the most egotistical and presumptive announcement I’ve heard in a long time. Great agencies are built by being closer to their clients and not putting extra layers of bureaucracy between themselves and the client- how many C’s do you need to serve your client?

Clearly you think you’ve got it all figured out, and I for one sure hope you do. But let me ask you this, can you stand before us now and declare that you have perfected agency/client relationships to a point where you are confident you represent a better future?

Because I don’t buy it for one second. It even smacks of a cheap ploy for media attention! But then, that’s just a zealously passionate career ad woman with delusions of perfection talking.