Agency Land . . . Let’s Stop The Head Kicking And Focus On Results

Agency Land . . . Let’s Stop The Head Kicking And Focus On Results
SHARE
THIS



The managing director of adtech company Path 51 Simon Larcey (pictured above) pens us this impassioned plea for agencies to start focusing on things that matter, namely results for their clients.

I’d like to start off quoting the title from a song by one of Britain’s most famous boy bands, Take That: “Never forget”.

Specifically, never forget why you got into this industry. Surely, at the end of the day, everyone working in creative industries, advertising, media, ad-tech and marketing has one objective: to make great advertising that generates awesome results for their clients.

Our industry is doing things in the realms of innovation and creativity that have other businesses turning green with envy.

And yet…

And yet, I can’t help but think there’s an uncomfortably large proportion of our industry who, rather than working on getting results for clients and making competitors strive – and sometimes even be inspired – to be better, there are those who are just in it as head-kickers.

The mean, petty, small-minded people who would rather bring other’s efforts and innovation down in an effort to gain themselves more business.

Do these people wake up in the morning, look in the mirror, and tell themselves, “Never forget – you got in this game to slag your competitors, and you’re the best in the business!”

Perhaps I’ve been spoiled.

My career began in London, where everything is massive. The competition may be huge, but, maybe because budgets are much larger and the industry is far bigger, everyone is prepared to enjoy a beer together.

They love creative advertising, are cognisant of the fact the media is how you show it off, and so seem far more willing to celebrate a win – anyone’s win, even if it wasn’t their own agency’s.

And, since returning to the aggressive climes of this Great Southern Land, I’ve reached the conclusion there is more camaraderie in London because they are in it for the advertising as opposed to just being in advertising.

They know that if someone raises the bar by truly blending creativity and technology to generate results, it will ultimately benefit all of us, because we will all have to improve as a result.

But back here in Australia, competitor agencies rarely like each other. Even when they share clients, the rivalry is rife, with the two ‘teams’ looking for any chance to stick it to each other, rather than pulling in the same direction for the good of the client – as in the person who’s paying the bills. This may not always be the case but you only have to look at the slagging and trolling in the online comment streams; the worst-kept-secret feuds between agency bosses; the culture of pitch, pitch, pitch that seems to trump any need to perform.

So why are we like this?

Obviously, being a far smaller market has its role to play. Over 20 million people live in the Greater London Region, which is comparable to the entire population of the sixth biggest country on the planet by geographical size, AKA Australia.

And the flight time from the east to west coasts of Australia isn’t all that much shorter than crossing the Atlantic, going from London to the even bigger city of New York.

Australia’s huge geographic spread of a relatively small population has helped fuel the rise of city-specific agencies, yet there is still a general perception that most of the big accounts are situated in Sydney and Melbourne, which means nationally we’re an overly crowded, over-serviced market.

Add in the fact we’re a naturally entrepreneurial nation, and you’ve got a market where a new independent agency seems to be setting up shop every day, meaning one more mouth trying to get their piece of the pie.

But since there’s a set amount of money from a comparably set amount of clients, that means businesses need to be the best or they’ll fail.

The new agency needs to focus on evolving and adapting to changing landscape, instead of slagging off competitors and claiming they are industry-leading.

We hear leading agency heads talk about the new processes they have introduced to make working in this business easier, yet has anything really changed? It seems to me that staff are working longer hours just to get their heads around the vast amount of opportunities available to brands.

The agency of the future will need to develop an engine room – not a server room – a blend of creativity, media and, above all, technology. That is, technology that maximises efficiency, maps consumer behaviour, and blends data-led insights and attribution with creative advertising. The aim of these engines will be to maximise the client’s ROI through technological innovation and human creativity.

This engine will make agency teams more efficient, give them a real passion for the industry and, most importantly, deliver the best possible results for clients.

If that means including the ideas and efforts of multiple agencies working for the same client, bring them into the engine as well.

When different agencies spend their time battling each other instead of working for the client, everybody loses.

Latest News

Former Google Exec Joins HubSpot As APAC Managing Director
  • Technology

Former Google Exec Joins HubSpot As APAC Managing Director

HubSpot has appointed Ex-Googler Shahid Nizami as MD of the Asia Pacific region. In his new role, Shahid will be responsible for HubSpot’s performance across Australia, New Zealand, Southeast Asia, and India and will be based in HubSpot’s Singapore office, working closely with the teams based in both Singapore and Sydney. Before joining HubSpot, Nizami led the […]

Opinion

by HubSpot Australia

HubSpot Australia
Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine