AdWeek.com published an article on whether advertising agencies should step up and register a .agency domain. In the article there were a few people quoted, Mason Cole from Donuts who runs .agency, David Mitnick, an intellectual property lawyer and founder of domain name and brand monitoring services company DomainSkate, and Mark Ervin, chief brand officer at Big Communications, based out of Alabama.

The one thing I found interesting in the article was that Mitnick said he felt it would be big brands launching their own extensions to bring about legitimacy.

From the article:

Mitnick thinks a few big consumer-facing brands need to step in before the trend catches on. “Once you see the brands come out (think .yahoo, .bmw, .citibank), it will raise awareness and create some legitimacy around the space,” he added.

Ervin agreed, saying, “Until we see a lot more brands embrace this new set of TLDs [top-level domains], I wouldn’t go all in on a .agency domain. That said, I also wouldn’t let my business name hang out there and just hope it’s still available if the whole thing catches on.”

It’s hard to hold back the Internet. As Mason Cole of Donuts puts it, “This is part of an expansion that is just going to keep going. You will have well over a thousand domain names before it’s all over.”

Read the full article on AdWeek