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Written on July 29th, 2009 by Steve and filed in Steve
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Agencies all over the world are asking the same questions – who are we? What do we offer our clients? None of the traditional tags seem to fit anymore – advertising… digital… design agency, brand… marketing consultancy. For sure these disciplines are all important but none of them really address the central issue for many clients – ‘how do we establish and sustain value in, and engagement with, our brands in a rapidly changing world?’
The answer of course is collaboration. Collaboration with what used to be called a lead agency. But in today’s (and tomorrows) world, the clients collaborator needs to be a true mix of strategic, planning and creative thinkers – without lines of demarcation, without reserve and with the deep market and technology knowledge to be a clients guiding light and sustainable partner.
I used to have a job title – Creative Director. I knew where I was with that. Then it all went horribly wrong as I moved into brand strategy and planning. I knew where I was with that too but others kept asking “Well, is he a creative or a strategist?” The concept of being both just didn’t compute in most peoples’ minds – including mine.
The good news for me is that like Purple Frog and all the people in it, I don’t have a tag anymore. Which is just as well because in today’s world there is no need for one. In fact we see the tags as being barriers to accurately describing what we do. We create change, which isn’t a tag, it’s a fundamental truth.
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