How can media and creative work together when neither side understands the other?
The split between media and creative is holding the industry back, argue Spinach’s Craig Flanders, but a return to a traditional full-service model won’t cut it.
It’s a sad fact that marketers have become used to the disconnect between media and creative.
All too often, they see strategic plans misaligned and it’s now the norm.
It takes a strong, experienced marketer to manage these independent suppliers and in many cases, they haven’t been given the tools – or the training – to do it successfully.
It’s about so much more than getting agencies to play nicely together, which, despite all positive assurances, when earnings are at stake, we know they don’t.
Craig
Great piece.
People laughed at us 6 years ago when cummins&partners opened as a media/creative shop. And now everyone is following.
Words like “full service” are hardwired into people’s conversation. So the talk fest feel is understandable.
We built our agency culture on collaboration. And that’s why it works well for us. Our media and creative are on the same page and yes, in the same room. Likewise our outstanding digital and production people sit in that same room. And we all start on a brief together. Our approach from day 1 railed against the fragmentaction of the industry, of specialists. We exist to make things easier for clients . Not harder. Some clients may like the tension of multiple agencies working on their brand. We believe in unity. That a brand exists in one ecosystem and we are their to support that brand with a one stop shop. It is.. in my mind… the future of advertising. Powered by data and technology and harnessed by great minds collaborating together. It’s an exciting time to be working in advertising. Certainly is is the way we do it.
@Sean – kudos to you for building your business and taking every opoortunity for self-promotion
But with respect, i dont think its the “future of advertising” as you say.. it most certainly is the past.
The media agencies splitting from creative is an egg that cannot be unscrambled for many varied reasons. All the obvious reasons that clients choose specialist agencies in every marketing discipline still remain.. of course some clients prefer the simplicity of a one stop shop model like your agency has, and good luck to them and to yourself. But I dont see a huge stampede towards one-stop shops.. witness the last 20 pitches we’ve been involved in, none have called for a joint creative and media pitch
You didn’t coin the term, and many agencies where doing it before you. No one was laughing at the idea. They where laughing at how you tried to make it sound fresh. Secondly your full services offering is just lip service. You are nothing more that a creative agency and good one at that. Leave it there mate!
Good discussion Craig.
Like Spinach, the majority of our client pitches and work is based around strategic and creative input. We’ve always been fully media accredited and when our clients want that service they can get it. However we’re also happy to work in collaboration with external media buyers, ultimately that’s the client’s decision.
Ha. I tried looking for the smart#@%# sarcasm but have to admit, Craig, you’re pretty much on the money.
Hate to bust a great analogy but it’s not that difficult to put toothpaste back in the tube and much easier to dispense from there.
Bundle accountability and the client will be better off.
Great point re “There’s still a huge piece of the puzzle missing; it doesn’t really work until you have only one P&L to satisfy.”
We see it in digital when a programmatic dept pitches against its own direct rep. Classy.
@ohdearsean
http://www.campaignbrief.com/2.....r-201.html
Apparently they are a bit more than a great creative shop