Agency of tomorrow. What’s the big Idea?
There’s an interesting trend happening in the London marketing scene at the moment. The conversation is mostly around what agencies will look like over the coming years – the shape of new start-ups, operating models etc. Speaking to friends of mine in the London market, it’s one corner of world advertising that’s been hit harder than most and is consequently very focused on what comes next. (The quality of talent that can’t even get in the door of a London agency, let alone get a job, is quite staggering and puts my local SF market to shame.) The result of this ‘stripping to the bone’ the recession has caused is a very different perspective of what an advertising and marketing business should be. In short, it’s mostly transient, of no fixed shape, and constantly morphing in focus and function.
I think that’s a mistake.
Yes, you gain operational flexibility and you minimize overhead, so survival as a business is more likely, but you lose so much more that’s of greater value.
Gone, gone, gone.
What about depth of brand knowledge and really understanding what the client’s business is about? Gone. What about the speed and efficiencies of a well oiled team that knows how to get the best out of each other through daily practice? Gone. What about everyone in the team having a vested interest in doing their best work on everything because they’re going to have to work with that client again tomorrow? Gone. What about simply knowing the availability of your team? Gone. And this is just the tip of the iceberg.
Marketing with purpose beyond ‘share-of-basket’.
There are definitely ways to be lean and nimble, but a completely outsourced model isn’t it. A great example of this is an agency I’m increasingly impressed with called The Hunting Dynasty (http://www.thehuntingdynasty.com/). They’re small. They’re nimble. They’re very smart. Best of all, their purpose is focused around a new vision, not just a new operating model. Advertising and marketing that uses influence and persuasion to improve the world, rather than just encouraging the more destructive, parasitic behaviors of the human race. The Hunting Dynasty isn’t the first to go down this road, but they’re a pretty good example of what a real agency of tomorrow could/should look like. Check them out. You’ll be glad you did.
- David Shearer
Thank you Mr Shearer. I’m Oliver – I founded The Hunting Dynasty.
We – like all advertising and ideas agencies – create desire where there is none.
Unlike other advertising and ideas agencies, we also help the rising stars of innovation to develop what they’re going to market, rather than simply market what they’ve developed.
But whether we’re working to change the way consumers respond to an existing products, process, or service – or whether we’re incubating a new product, process, or service we’re really only doing one thing:
Creating desire where there is none.
Creating desire for ways of living that don’t compromise the life of generations to come.
The operational model is now replaced by a vision – one that means marching into the unknown. Agencies that haven’t grasped the nettle are ‘faffing’ around with outdated models.
To paraphrase (murder?) Churchill’s critique of democracy, I’d like to think we have the worst way of operating, except all the others that have been tried.
[...] Hunting Dynasty has been recognised as an “Agency of tomorrow” on Andshakers.com by David Shearer, Senior Vice President and Executive Creative Director of MRM West USA/global [...]
Perfect. What better way to prove the point about being lean and nimble in today’s digital world than this? The Hunting Dynasty lives up to the hype! Nice work.
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