1. A skill set built mostly around interruption instead of engagement.
2. A digital department in place of a digital competency.
3. Core competencies focused on “one to many” instead of “one to one.”
4. Creating brand-to-consumer communications at the expense of consumer-to-consumer communications.
5. Lack of analytics and tools to measure effectiveness.
6. Production systems that are linear instead of organic.
7. Developing media plans instead of channel plans.
8. Placing media instead of creating media.
9. Creating brand transactions instead of brand relationships.
10. Focusing on “the big idea” instead of “big multichannel ideas.”
11. Traditional production staff instead of “producers.”
12. Expecting account executives to be both strategic leaders and project managers.
13. Continuing to allocate client budgets to media instead of creative.
14. A business strategy that attempts to support high-value offerings (strategy and ideation) as well as increasingly low-value offerings (basic production and execution).
15. Selling hours worked instead of value created.
    

I would add a 16th risks that agencies can’t afford to take:

Beginning 2010 without a written new business strategy, that includes social media as a primary component, to generate inbound leads.

PS: I got this as an email forward.