New agency model, modelled on us
There’s been much in our trade media over the last week or so about a ‘new agency model’ at the heart of which is the continued debate about integration. The IPA – we’re members – had produced a paper on the subject featuring phrases such as ‘complementarity rather than consistency’ with the oft used phrase ‘matching luggage‘ popping up.
So what’s the debate all about? Well, it really centres around agency ownership of the multi channel environment we find ourselves in and indeed the IPA’s role within that space. Agencies are evolving all the time, as of course they should; moving to continually ensure relevance in today’s communications arena and most importantly to our client needs. With clients as well as agencies running to keep up with the changing media landscape we understand it must be difficult to decide whether to opt for the ‘integrated’ model or commission a suite of agencies. And then deciding how best to work with them.
This takes us on to another debate about the concept of a ‘lead agency’. Many believe this model is now dead and our experience with one of our newer clients chimed with the conclusion of the IPA report Agencies Working Better Together. A fresh approach to agency engagement has seen us in this case added to a large roster of agencies all of which have worked with this client for a number of years. In the spirit of collaboration and equality there is a strong cultural lead from this open minded client to encourage each agency to contribute, not compete, and respect what each agency brings to the party. It’s enlightened yet for this client a practise which has been in place for years - so it can work.
As an integrated agency we find ourselves both a sole partner to the client or as in the case above one of many. We make it work either way but for us the key is how our agency thinks, which informs the work we undertake. As we say virtually every day, we do advertising, public relations, design, or digital, but we think integration. As with all things in life – think first, act second. Budgets are tight and competition is fierce in every industry sector, so smart thinking that finds the most efficient and cost effective ‘route to market’, whatever the tools, is the key to success.