The traditional agency often gets a bad reputation. From difficult to work with to expensive, many clients dread hiring a marketing, design, or technology agency to help them. Why is this? One idea is that the traditional agency is not meeting the needs of clients. This could be in two forms: work and style. The work itself might not be compelling, interesting, or useful to clients. It's also possible that the style of working is unfamiliar and off-putting to clients. My suggestion is that agencies address this marketing problem in both ways. We need to update our offerings and deliverables to fit 2006. And we need to make sure that our ways of working mesh well with what clients expect.