• by Joe Mandese , March 6, 2009

“The question to be asked at this conference is how is the nature of this relationship going to change,” Marchese said, referring to the evolution of social media, and of the advertising agencies that are trying to figure out how to manage it for marketer’s brands.

Marchese’s theory, which he’s opined on via MediaPost’s “Online Spin,” is that lead social media agencies will emerge as “the agency of record for social media,” and that they ultimately will end up just becoming the overall “agency of record.”

His rationale: That all media content will eventually become social, and therefore will need social agencies of record to deal with it. Needless to say, Marchese has a social centric perspective on this matter. When he’s not on Four As panels or opining on MediaPost, he’s president and founder of SocialVibe.