Marky Z Agency Killer
Platform Blancmange vs Brand Sovereignty
A recent piece in The Verge uncovered that old mate Marky Z has a vision of businesses simply handing over their objectives and budgets to Meta’s AI, which then handles the entire ad lifecycle, creative, targeting, delivery, and even though you don’t need to worry about measurement, analytics.
In other words: while Mark has made at least some of his US$206B fortune out of Adland he plans to eliminate the agency eco-system. This “infinite creative” model may sound slick, but it’s not about advancing creativity, it’s about consolidating control.
At Blutui, we believe in a future where agencies thrive, growing their relevance to clients by delivering tailored ‘sovereign’ digital experiences, not being replaced by platform algorithms.
We’re Pro-Agency, Pro-Adland, and Pro-Creative Independence
While Blutui is proof positive that automation and AI can enhance efficiency, it shouldn't come at the expense of human creativity and strategic insight. Agencies are the soul of brand storytelling. They craft strategies, build identities, and understand the subtle nuances that engage audiences, nurturing people through intelligent messaging and experiences to become customers, and if the people like, loyal customers. The idea that a generic AI can fully replace that is not just shortsighted hype-laden shareholder fodder, it’s anti-creative.
Blutui is built from the ground up to empower agencies, giving them the tools to create, deploy and manage sovereign digital properties for their clients. That means no lock-in to Meta, X or whoever’s next, no dependency on platform UX, headline whims, politics, personalities or any number of idiosyncrasies that adversely impact an advertisers brand.
The Illusion of Simplicity is a Trap
Let’s call this Meta model what it really is: an appeal to the lowest common denominator. “Don’t worry about your agency, your strategy, creative, demographics, targeting, or measurement, just link your bank account to ours (mine) and let’s boogie.” (Translated for agency eyeballs). And exactly how does anybody trust the platform that fired all of its independent fact checkers to check their own homework when it comes to performance, effectiveness and results?
No thanks, Mark.
Of course he’s touting this as the future, much like the Zuckerverse. He needs to find growth somewhere, why not focus on unsophisticated marketers with no time or skill to challenge his system? But that’s not a future that works for serious brands. And it’s certainly not a future that supports differentiation or brand-building.
Fighting for Market Share on Meta? That’s Not Strategy
Duking it out with your competitors on the same platform, using the same tools, and letting the same AI decide who gets visibility, that’s not strategic. That’s surrender. Agencies know that true differentiation comes from building brand value across owned channels, not renting reach from platforms built to extract value.
SDP’s: The Future of Client Relationships
Relying on platforms like Meta and X for digital presence poses risks, including performance data privacy concerns and platform dependency. Who knows if the ads you’re paying for are being clicked on by humans with actual spending power or by Z-mans many synthetic friends he plans to rent out to lonely Meta users. Although that’s the reality now so it’s not as huge a leap as one might imagine.
Blutui advocates for the creation of Sovereign Digital Properties, good ol’ stand-alone sites and applications that agencies can fully control and customize for their clients and drive people to visit. This approach not only enhances brand identity but ensures long-term sustainability, control over the experience and independence from third-party platforms. Because lets be honest, Mark wishes he’d thought of Jeff’s plan of filling his store with an abundance of everything but he’s definitely not precious about who gets the sale, the house wins every time right?
Build Sovereign Digital Properties. Own Your Brand Future.
Blutui gives agencies the freedom to build custom, scalable, client-owned digital experiences. Experiences that don’t just drive results, they protect your clients’ brand equity and independence. This is about ensuring a sustainable, future-facing model for creative digital development where we grow together as an industry.
We support agencies. We believe they’re irreplaceable. And we’re here to help them win. Together, we can build a future where creativity, strategy, and technology coexist harmoniously, ensuring that agencies remain at the forefront of their clients digital innovation.
