This month’s Sydney FED featured Richard Webb, CEO of Blue Freeway. As usual it was well attended night and we should thank Sally Mills for organising these valuable events.
Blue Freeway’s an interesting beast. They have pulled together a number of disparate companies with the aim of offering a “one stop shop” for interactive and digital marketing.
It’s certainly an attractive model and a number of others are looking doing likewise.
The problem I see with this model is that it becomes a jack of all trades and struggles to do any of them well. The alternative is you end up with the dreaded “siloing” where each business unit doesn’t communicate with the others.
Richard addressed this in his discussion. His solution is strong branding, my suspicion is that it will need some very strong management as well.
There were many other issues raised but I’ll have to wait for the podcast as I didn’t take notes and things started getting hazy later (thanks to Sally and Hazel for the drinks).