As many of you know I have joined the incredibly talented team at
Wunderman. It is an agency that has a long history in consumer data collection. What is more exciting is that Wunderman's data foundation has lead to a powerful insights machine which will help us create Big Relevant Ideas. (More to come on my transition in future posts.)
As I am building my creative team, who will use the insights machine, I began to ponder why so many other agencies have failed at integrated marketing. I began my research by making a conscious effort to understand how the agency system broke. One of my learnings was that when new mediums came along (i.e. web and mobile) we merely appended them on to us instead of integrating them and embracing their nuances and power. That approach lead us to tactical units.
Institutionalized Creative = Work That Is Expected
Further research turned up that we (in the marketing discipline) have over time
institutionalized creativity and the process of ideation. As an industry that attempts to define
creativity we have managed to do nothing more than push tactics - I believe that we have lost sight of what true creativity
The model above is broken. It is traditional. You have departments that overlap,
competing interests and to many filters and restrictions that do not
deliver big ideas. This model is good at delivering tactics (a emotionless website, banner ad, widget, television commercial or direct mail that fails the brand moment test) . The
creative organizations of the future fuse talents, have roles that
compliment each other and inevitably become much more profitable. If
you are ready to enlist in this movement to change the boundaries of
your creative "department" or company leave me a comment - I am open to all insights and ideas.
Fight For Your Right To Think (and Party)
Creativity begins with knowledge, know how and free thinking. As someone who is always looking for the new and or
began to map out how I will inspire creative people to cast a wider net
to deliver ideas.
Today, I am building a team of curious divergent thinkers whose action will show eloquence.
Fear No Idea
this week I was reminded by my fourteen year old daughter that
creativity is has become essential to compete. Her mantra has been
"FEAR NO ART". Upon further deliberation on that mantra I have
concluded she is right. When we fear we are not motivated to think
about what is possible. I have always found that broad thinking leads
to big ideas. A good idea can
take shape in many ways and is often best when backed up by an
insight. An Idea is only a good idea when it is
relevant and creates a positive or desired change.
marketers we aim to change people's behavior through positive
experiences. For me I concentrate on the emotional elements of what
makes a brand worth buying. That approach requires broad thinking and
insights that give a true reflection of why people make decisions. A
relevant idea, presented at the right time that expresses an emotional
message is just the beginning of a great brand experience. If you do
not have a brand moment you are unable to have a great brand experience.
Ideas that Deliver Brand Moments To Real People
Ideas cannot be limited to the confines of a discipline or
department. I firmly believe that we must have space to run around
and explore, listen, learn, get influenced and bump into the occasional
stranger in order to come up with the best idea. Every tactic must have a brand
moment that ladders back up to the idea to make it resonate with the
people who choose to buy our products and services.
So you ask... "How do we get to Utopia?"
Well there is no Utopia, but there is a future where we are lean mean idea machines.
How The Experience Matters - The Creative Department of The Future
Experience matters in more ways than one. To create change, you must have experience and want to create better ones. The change of the agency
landscape will take broad thinkers with digital savvy backgrounds who are ready to make all media social. Our mission is to architect meaningful conversations that inspire long lasting brand relationships.
The Fusion Approach
I think when we fuse disciplines, departments and thinking we will have a true relationship with the our target consumer as well as more profitable agencies- leave me
a comment and tell me how you can contribute to this vision.