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Agency

By Lester Green,2014-06-20 03:58
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Agency

    Agency

ADWEEK专稿

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    WelcometoMarch5,2017.Checkoutthevalueofideasand,secondly,byoutsourcingforyourcompanyfromover7,000creatives

    headlineonthefrontpageofourindustrytradeexecution.worldwide."TheinterestingthingaboutOpenAd,

    joumal,AdweekWorld:"Agenciesgaveoutbig

    Now,byoutsourcingexecutionIdonotmeanasopposedtositeslikeSpotnmnerandLiveWorld,

    gerbonusesthanGoldmanSachsin2016.''relinquishingresponsibility.Itisimportantthatwewhichenableyoutocustomize,planandplace

    Maybeyouthinkthatsoundstoogoodtobestewardtheprocess

    butlessimportantthatweTV/videoadvertising,isthatitfocusespurelyon true.Ithinkthisrepresentsanentirelyrealisticexecuteeverythingandareabletoprovideafullideas.Whateveronemightthinkaboutthis-and

    viewofwhereourindustrycouldbein2017.rangeofexecutionservicesinhouse.Thepres

    I,forone,havesomepersonalreservationsabout

    That'sbecausethefutureholdsthenewagencysureonagencies,oftenself-inflicted,tobeabletoanoff-the??shelfmentality——theyareatleastsaying

    model,thenewclientmodelandthenewworldclaim,"Wedoabsolutelyeverything,''isentirelythatideasarewhatma~er.

    modeI.counter-productivetofosteringaculturethatfo-Ontheotherhand,there'sacompanythat's

    Let'sstartwiththenewagencymode1.Thecusesonandcelebratesthevalueofideas.buildingarapidlygrowingandsuccessfulbusi

    agencyofthefuturemusthavethreethings:aTherearesomeinterestingdevelopmentsinthisnessaroundguaranteeingqualityofexecution.

    newideasculture;anewvalueculture;andanewarea.AtStrawberryFrog,ensuringatrueideasMeettheDepartmentofDoing,whichworkswith

    talentculture.culturehasalwaysbeenouraim.Wehaven'tem

    clientsallovertheworld.TheDepartmentof

    Thisagencymodelisbuiltaroundthevalueofbracedthischangeforchange'ssake,buttoen

    Doing,essentially,does.Itstatesitsmissionas:

    ideas.Youmightsayourindustryalreadytalksasurenewcreativityandoriginality.Caseinpoint:"Whateverneedsdoing,webringideastolife.''

    lotaboutideas.Butatthesametime.wehaveWerecentlystewardedanationwidecampaignforInterestingly,itworkswithanumberofagencies,

    allowedtheemphasisandvalueofourfundamen-Microsoft,"IdeaWins:TheUltimateChallenge,''includingLowe,Burnett,Saatchi,McCann,

    talbusinessmodeltoshiftfromideastoexecution.thatresultedinmillionsofAmericansengagedinOgilvyandGrey.

    Inthefuture,supplierswillbevaluedlessandfindingthebestsmallbusinessideainAmericaIsn'tittimewepulledthetwothingsapartand

    less,andsqueezedmoreandmore.Itisideagen-(IdeaWins.com).determinedwhatwe'rereallygoodatandwhat

    eratorswhowillbemostvaluedbecausetheyHere'sanother,verydifferentapproachtode

    wewanttoberewardedf0r?Whichbringsmeto

    createthegreatestvalue-andacrosseveryindus

    liveringgreat,effectiveadvertisingthatfocusesmynextpoint.

    trysector,notjustourown.onthevalueofideas.OpenAdisanonlinenet

    Greatideascreatevalue.Andideasthatcreate

    Sothenewmodelhastomoveusawayfromworkofregisteredcreativesthatcallsitself"thevaluecommandapremiumprice.Ortheyshould.

executionandbacktoideas.Thiscanbedoneworld'sbiggestcreativedepartment."OpenAdo

    f-Sothesecondcomponentofthenewagencymodel firstbydemonstratingandstandingupforthefersyoutheopportunityto''buyadvertisingideas

    isanewvalueculturegroundedinanewbusiness P38IMARKETINGCHINAI20074

    modelthatseesagenciespartneringwithclients togeneratetangiblebusinessvalueandbeingcom

    pensatedaccordingly.Howcanwedothis?By demonstratingthattheideaswedeliverarenot superficialcommunicationaddons,butgenuinely

    integratedintothewaytheclientdoesbusiness Butthenewbusinessmodelrequiresarethink ofideasasproducts-totheextentwegenerate ideasthatcanbeturnedintoactualproducts,and revenuestreamsthatderivefromthesaleofthose products.

    VirginAmericachoseAnomalyforitsplansto designtheinteriorsofVirgin'snewAirbusA320s AndtogetherwithdesignconsultancyAruliden, CrispinPorter+Boguskydevelopedahighend

    lineofupscaledrivingshoesbrandedEostargeted towomen.

    Inourindustry,wetalkalotaboutinnovation. Well,innovationisimportantbecauseit'saway tomakemoney.Andinnovationonlyworkswhen anagencycanmakealivingoutofit.Thenew agencymodeldemandsthatwedevelopanew valueculture,livebyitandprovethatitworks whereitmostneedsto-thebottomline.

    Finally,Ibelievethatthenewagencymodel demandsanewtalentculturewithideagenera

    torsvaluedatalllevelsacrossalldisciplines.These generatorswillworktogetherinawaythatwill makethestructureoftheagencyofthefuturelook verydifferentthanthetraditionalhierarchiesand disciplinesoperatingtoday.We'vealreadyseen howthenecessaryfusionofstrategic,planning andmediaskillshavegivenrisetocommunica

    tionsplanners,experienceplannersandchannel planners.We'realreadyseeingmultifacetedindi

    vidualcreativesanddesignersbreakingoutofthe artdirector/copywriterteammold.

    Ideas,value,talent:thethreecomponentsofthe newagencymode1.Whenyouputthosethree thingstogether,whatyouhaveisamoreengaged, involved,meaningfulcultureoverall-whichleads tomoreinvolved,moremeaningfulclientrelation

    shipsandmoreinvolved,moremeaningfuloutput. ichis,Ibelieve,exactlywhattheclientsofthe futurewillbelookingfor.

    Also,inthefutureIseeanewbusinessculture, whatouragencyreferstoas''CulturalConnection,'' centeredaroundtheconceptofcultureitself. Justasagencieswillrestructurethemselves basedonnewtalentvaluation.sowiUclientteams. V

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    Infact.theyalreadyare.1ThenewMVPswillbe

theCM0s.Themarketingallstarsaleintellectua1.

    strategic,creativepeoplewhoembracethenew interactiveconsumercultureandtheideasthat embedtheirproductswithinit.Thisisbecause theideasalentcomingjustfromagenciesand clients,they'recomingfromconsumers.Ialsopre

    dictforthefuturetheriseofuser-generated products.

    Thisisthetrueinteractiveconsumerculturethat needstobeembraced.,llatitdeliversismore involved,moremeaningfulrelationshipswithau

    diences/consumersandthereforemoreinvolved. moremeaningfulbusinesses.

    11lisisallamicrocosmofwhatourworldneeds now.Atamuchbroaderlevel,greatideasare aimedatconnectingpeoplewhomakedecisions withthepeoplewhoareaffectedbythose decisions.Universalconnectivitycanequateto greaterunderstanding,socialchange,betterment oflife.Ideascangeneratesocialvalue.''Cultural Connection''isaconceptthatgoeswaybeyond theday-todayworkwedoinourindustry-allthe waytohowallofusCanandshouldtrytochange theworldforthebetter.Andwhowouldntwant tObeapartofthat?

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