STOP AND READ THIS BEFORE YOU LAUNCH

A CREATIVE AGENCY REVIEW

MODERN CRAFT

BY JOHN OUNPUU PARTNER AT MODERN CRAFT

WWW.THEMODERNCRAFT.COM

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IT SEEMS LIKE A LOT OF BRANDS ARE LAUNCHING CREATIVE AGENCY REVIEWS THESE DAYS.

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BUT WHEN I THINK ABOUT THE CURRENT MARKETING CLIMATE, I HAVE TO WONDER …

RISING COMPLEXITY

RAPID CHANGE

RAMPANT DISRUPTION

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WHAT IF ALL THESE CREATIVE REVIEWS ARE ACTUALLY PROXIES FOR A DIFFERENT PROBLEM?

WHAT’S REALLY MISSING FROM YOUR BRAND SALAD?

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OF COURSE, I DON’T KNOW WHAT SPARKED THESE REVIEWS. WE ALL KNOW THAT CLIENT-AGENCY RELATIONSHIPS CAN BREAK IN SOOOOO MANY WAYS.

ONE REBRIEF TOO MANY?

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BUT THESE DAYS, DISSATISFACTION WITH CREATIVE IDEAS OFTEN STEMS FROM CHALLENGES AROUND RE-ARCHITECTING THE MARKETING MODEL …

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… AS BRANDS TRY TO COPE WITH THE CURRENT CLIMATE OF CONSTANT CHANGE AND RISING COMPLEXITY.

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SOMETIMES ADAPTING IS PARTICULARLY TOUGH ON AGENCIES—IT CAN BE HARD TO CHANGE THE WAY YOU WORK. OR COME TO TERMS WITH A LESS DOMINANT ROLE ON A BIGGER ROSTER.

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“WE WANT TO MAKE GREAT SHIT BUT IT’S A WAR TO DO IT EVERY DAY BECAUSE PEOPLE DON’T WANT TO GET OUT OF THEIR STANDARD OPERATING PROCEDURE AND WHAT THEY KNOW.”

—SHANE SMITH, CEO OF VICE ON COLLABORATING WITH AGENCIES

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OTHER TIMES, THE CLIENT STRUGGLES MORE. THEY KNOW THEY HAVE TO CHANGE, BUT THEY DON’T KNOW HOW. THEY HAVE TROUBLE PARSING THE SIGNAL FROM THE NOISE.

THE FUTURE IS OUT THERE SOMEWHERE

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BASICALLY IT’S KIND OF OVERWHELMING OUT THERE THESE DAYS.

TOTAL. VENDOR. OVERLOAD.

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USUALLY THE CLIENT AND AGENCY ARE EQUALLY CHALLENGED BY ALL THIS CHANGE. I GET IT. IT’S HARD TO DANCE TOGETHER GRACEFULLY WHEN THE GROUND IS SHIFTING BENEATH YOUR FEET.

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SO IS THERE A BETTER WAY TO SOLVE THIS PROBLEM?

I THINK SO.

START BY RISING ABOVE CHANNELS AND SILOS AND LOOKING AT THE WHOLE MARKETING MACHINE.

PERSPECTIVE DEFINES POSSIBILITIES

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DO THIS ALONE.

OR—AT THE VERY LEAST—WITH A PARTNER YOU CAN TRUST TO GIVE YOU UNBIASED ADVICE THAT’S MORE THAN A THINLY DISGUISED SALES PITCH.

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LOOK CAREFULLY AT HOW ALL THE PARTS WORK (OR DON’T WORK) TOGETHER.

AGENCIES

TECH VENDORS

TEAMS

BUDGETS

CHANNELS

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HOW WELL (OR NOT SO WELL) ARE THEY ALIGNED WITH MODERN DIGITAL CUSTOMERS AND THE CHALLENGES AND OPPORTUNITIES AROUND CONNECTING WITH THEM?

NEW EXPECTATIONS

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LOOK AT HOW CHOICES ARE MADE.

HOW INSIGHTS ARE TURNED INTO ACTION (OR NOT).

HOW PERFORMANCE IS MEASURED.

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LOOK AT THE WHOLE BRAND ECOSYSTEM FROM A CUSTOMER’S POINT-OF-VIEW.

DO YOU SEE A TIGHTLY KNIT WHOLE?

OR A SPRAWLING MESS?

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BASICALLY … FORGET THE CREATIVE WORK ENTIRELY FOR A SECOND.

FORGET THE TACTICS.

LOOK AT THE STRATEGY.

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THERE IS A STRATEGY, RIGHT?

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RECOGNIZE THAT IN TODAY’S WORLD, CREATIVE IDEAS ARE LIKE ONE WHEEL ON THE CAR. IMPORTANT, BUT JUST ONE PART OF THE RIDE.

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CONSIDER THAT IT MIGHT BE TIME TO PUT THE AGENCY REVIEW ON HOLD AND UPDATE YOUR STRATEGY INSTEAD.

FIGURE OUT WHAT YOU’RE SHOOTING FOR FIRST, THEN WORRY ABOUT WHAT KIND OF TEAM YOU SHOULD PUT ON THE FIELD.

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UNLESS, OF COURSE, THAT CREATIVE WORK IS TRULY TERRIBLE.

MODERN CRAFT

DO BETTER DIGITAL

WWW.THEMODERNCRAFT.COM