Posts tagged structure
The end of BDW’s Making Digital Work in New York and a chance to look back over the last couple of days and our take aways from the workshop. An amazing collection of speakers and great insights. So what have we learnt that we can take home to our agencies?
The model for integration seems clear
Even if Matt Howell from Modernista is humble in saying that their model was only their opinion it seems clear that they have found the way forward – copied by many other agencies since they began the process, it is evident the age of silos is over and digital must be at the core of everything we do. More >
Day 2 of BDW’s Making Digital Work was as, if not more, insightful and interesting than the first. We began with a panel discussion with Ty Montague (Co-Founder of the Co-Collective @tmontague), John Windsor (Founder of crowdsourcing agency Victors & Spoils @jtwinsor), Ian Schafer (Founder of Engagement Agency DeepFocus @ischafer) & Edward Boches discussing the different models of agency and how they are helping to transform the industry.
For Co, process is key, they only work with partners who are the best in the world, up for collaboration and those that they’d More >
For far too long this industry has treated creatives like the goose that lays the golden egg – a mysterious creature that must be locked away, waited on hand and foot, and generally treated like a jewel that must pandered to and protected. But times are changing. Times are changing both for the industry as we move into a multi-channel, consumer controlled media environment, but also for agencies as structures need to evolve to deliver more flexibility against increasingly tight margins.
Regardless of all this, traditional agencies are still caught up in silos of account management, strategic More >
I’m slowly coming to the firm conclusion that marketing services (and all that it comprises) should have acquired advertising – and not the other way around which is what seems to have happened in the industry. Marketing Services (despite their appalling name) agencies had one of the most interesting remits of the late 90s and early 2000: Everything from direct and CRM to activation and promotion and then adding the interactive arm, made these agencies a hotbed of strategic knowledge as they took their understanding of marketing and communication and overlaid the growing digital skillset (not More >
How about we start from scratch? How about we look at the different pieces of the organisation and figure out how to apply digital, mobile, social, broadband and interactive to the existing structure? How would things look different if we started from a zero sum base?
To start with, I think social wouldn’t want to know about marketing – not that they couldn’t be friends, but I think social really belongs with PR and customer care; after all what does marketing really know about having a two-way conversation with the consumer? Marketing has always been about taking product attributes and More >
Back when Bill Bernbach changed the landscape of agencies by partnering art directors and copywriters we thought that this was a major revolution in agency team structure – finally the art department which had up until then really only been thought of as production took its merited role alongside the copywriters to come up with concept and creative. The next revolution in terms of agency teams is coming, and it is already happening in certain places, but unlike the creation of the art director / copywriter duo, today’s change is going to be much more dramatic because not only does it change More >
The more I search for information about agency structures and models, the less of it I seem to find, not only are there very few descriptions of the traditional agency structure, how planning, creative and client service work together, but there is even less information about how these models are evolving and what might be the models for the future.
It is not like this is a new topic, very few are the people in the agency business who have not heard, or talked, about the transformation of Goodby, Silverstein and Partners in the US and winning digital agency of the year in 2006 – this is the More >