Why do agencies (at the least the established ones) continue to view clients as theirs for keeps.
What do clients seek from their agencies, after all? I believe most clients seek cut through creative ideas which give their brands buzz, makes people love their brands and in some nebulous way help move the product off the shelves.
This creativity can come either within the product or more and more in recent times, the environment in which the brand operates. In such cases, the the most interesting ideas can well come from teams who may not necessarily have a long association with the brand or the category.
Which is where, the role of agencies as "custodians" of brands come in question. Most clients today play the custodian role themselves - they have both the smarts and believe in the importance of brands to invest their time and energy in playing that role. In which case, I think the new role of an agency is more that of a creative idea generator.
And the better idea wins the project. The next idea for the next project could well come from somebody else. We become project managers who peddle ideas - and earn strictly for what we offer clients.
What do clients seek from their agencies, after all? I believe most clients seek cut through creative ideas which give their brands buzz, makes people love their brands and in some nebulous way help move the product off the shelves.
This creativity can come either within the product or more and more in recent times, the environment in which the brand operates. In such cases, the the most interesting ideas can well come from teams who may not necessarily have a long association with the brand or the category.
Which is where, the role of agencies as "custodians" of brands come in question. Most clients today play the custodian role themselves - they have both the smarts and believe in the importance of brands to invest their time and energy in playing that role. In which case, I think the new role of an agency is more that of a creative idea generator.
And the better idea wins the project. The next idea for the next project could well come from somebody else. We become project managers who peddle ideas - and earn strictly for what we offer clients.
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