Revenge of the nerds
The era of the jocks is over, and the nerds are taking over the media agency scene, writes Ian Perrin, managing partner, Speed.
In the decade following the GFC, media agencies saw their operating models irrevocably change. Client procurement departments demanded the lowest possible rates to win business. So, they moved quickly to deliver this by aggregating into buying groups and focusing their product offering on extracting savings. This trend led to the death of independent planning agencies focused on the effectiveness side of the ledger, such as Bellamy Hayden, Naked, Razor and many others. Big, muscular, and cheap trumped small, nimble, and smart every time. The jocks had truly arrived.
But as we move into a new marketing era, that tide is changing. Of late, many smaller, strategic, and data-focused media agencies are thriving. Those that promote smarts over scale, collaboration over clout and people over profits. When Hatched won Mumbrella’s media agency of the year, it felt like a significant tipping point in the transformation of power… The nerds had found their revenge.
Why the change?
Insightful commentary as always Ian. I agree, there is a role for both types of archetype, but there is no doubt we’re seeing a groundswell of clients and people voting with their feet and opting for the independent option, whether as an agency partner or an employer.
Another interesting win was Thinkerbell winning Full Service Agency of The Year.
The jock’s days are done, agreed.
However, the nerd is often ineffectual as they are bitter and twisted as they never got humanity, as the nerds were always bullied by the jocks. The nerds retaliated by hiding behind their computer screens, and giving up on their people skills.
The GEEKS however are the ones who are now winning. Combining intelligence and creativity to ensure their messages are both seen and heard. The geeks are ruling the earth with their clever toys built from a stronger human understanding.
So why work with a jock or a nerd, when there’s a geek available.