David Ogilvy once famously remarked that the best way to pick an agency was to watch TV - then call the agency that produced the ads you liked the most. Today, though, I would challenge that notion. Don't get me wrong - great creative is still a good measuring stick for finding a creative resource - duh. Yet, today, a smart client needs to look further. What's the ratio of finance staff to creative talent, for instance? My Mama, (God bless her soul) always said - "Too many bean counters makes for bad soup." - and she never stepped foot on Madison Avenue.
Last year, I had the good fortune to be present for a keynote address that Alex Bogusky gave for Mirren (the New Business folks). It was memorable for many reasons (he and his son drew stick figures for the presentation - you can view it here), but what I remember most was his warning about too much focus on FTEs. "How many creatives, how many resources does it take to come up with a winning pitch?" If it takes the entire agency to pitch in and develop the winning idea, then that is what it takes. The temptation is to treat ideation and strategising like a fiduciary process that you can manage down. In doing that, some agencies stunt creative development and miss the mark.
Better to focus on creative talent - than creative bean counting.
No comments:
Post a Comment