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Collaboration delivers best results for clients
Posted: 01 September 2006

Dear Editor

In response to two recent articles by Claire Beale (“Creativity is still an agency’s most valuable asset”, Campaign, 28 July, and “Times are changing, but creativity still rules OK”, Campaign 18 August), it is fair to say that these statements have never been more true – and not just for traditional advertising agencies. In the rapidly changing digital agency world, experience has shown a similar pattern.

In the beginning it was all about creative and innovation in a new channel. However, a few years ago, the larger digital agencies were winning pitches solely on their strategic approach – bamboozling clients with new-fangled jargon. Creative was seen as secondary, as clients were wowed by what was thought of as “new thinking”.

Since then, most digital agencies have invested in strategy – the majority of leading digital agencies now offer very similar strategic and customer-centric approaches. It appears now that, once again, the only differentiating factor between digital agencies is their ability to produce innovative creative.

This highlights the requirement for brand, advertising, digital and media agencies to bring their expertise to the table and work more closely together. It is a shame, therefore, that there is reluctance among some clients and/or the other agencies to participate.

If clients recognise the benefits of this approach and can clearly define the roles and responsibilities of their agencies, then the agencies will be more progressive in their thinking – collaboratively, they will be strategically and creatively stronger as integration across the marketing mix will have strengthened. And, of course, everyone gets a slice of the pie.

Nick Thompson
Managing Director
Soup
London
W1