The perfect partnership

The perfect partnership
SHARE
THIS



Jason Lonsdale: Those lovely folks at B&T have asked us to write a column. Together.

Damon Stapleton: Together?

JL: Yep. Together.

DS: So what shall we write about?

JL: Together!

DS: What the fuck are you talking about?

JL: Together – we write about working together.

DS: Ah, ok. Partnership… finding the right people to work with… getting them to gel together etc

JL: We could talk about how great ideas come from the intersection of disciplines, from the bits where we all meet and talk and say “what about?”, not from some linear relay-race of a brief from one department to another. Oh, and we could refer to that great Steven Johnson book too…

DS: And we can talk about the value of the ‘in between’, that weird space you create with the right people, where you feel comfortable. This leads you to bravery and laughter and the most important type of idea, The Stupid Idea. That’s how you get somewhere different, somewhere new.

All those times in a brainstorm where someone makes a joke and, while everybody is laughing, one person says, well, what if we actually did that? You stop laughing and start smiling because an idea is staring at you.

It’s like how cracks let the light in. You can be in a room full of people in violent agreement and 9 times out of 10 you get blah. Normally, it’s somebody who has a different view to you that will create a new space to explore.

JL: We should cover off how agencies need a greater diversity of skills than ever before. Obviously, what a planner brings to a discussion will be different from what a creative brings will be different from what a technologist brings, but the real magic comes from the fact that they are all banging different shit together.

DS: Yep. Very few campaigns are created by one or two people any more. You need the right people in the room no matter what their job title is, and you need everybody to check their egos and be equal before the idea.

JL: So maybe the main argument is about agencies developing symbiotic, collaborative relationships between departments, and maybe even re-thinking the whole notion of departments?

DS: We could make it pretty simple: in agencies there are departments and there are people that meet on the stairs. Some people send a lot of e-mails, and some come and talk to you.

Great work comes from conversations, not a paper trail. Ideas always begin with the question ‘What if?’ Processes and departments don’t answer that question. People do.

JL: OK, that all sounds good. But how the fuck are we actually going to write this piece?

From left: Damon Stapleton is ECD and Jason Lonsdale is executive planning director at Saatchi & Saatchi

  

Please login with linkedin to comment

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]