In this guest post, Johnny Tan (main photo), executive creative director, 72andSunny APAC, argues that the way we work and employ people is changing at a rapid pace and agency land will find itself in a world of pain if it doesn’t learn to adapt…
The shape of talent and our workforce is changing and as an industry we need to keep up. By 2020, more than 40 per cent of the white collar workforce in the USA will freelance. That’s next year!
Closer to home, the gig economy in Australia already accounts for a quarter of the workforce and driven by a project-based client/agency relationship, it’s super clear to us that finding and curating bespoke project-based talent is the only way to win in a non-retained relationship world.
In the old days, a brief would come in from a client, and the traffic manager would look around the agency and generally make a call as to who was available, and that person would be put onto the client job. Not the smartest way to get the best output, but quantity was trumping quality, and scale meant filling people’s time was the only way to survive.
To us, that never really made sense, but it seems now the market pressure is going to push against this, and force creative companies to look at themselves, and get creative in how they cast talent. That’s a change that energises us and makes perfect sense, as it will mean a move in the industry of getting the right person for the right brief, versus the warm body that is available at that time. That’s why we believe that talent curation is the first creative act in any project or process.
Having the ability to listen and learn at the briefing stage as to who and what will make the project a success, is a key part of our process, as casting talent from anywhere across the globe to deliver the best solution is something that a networked creative company like ours does. Whether it’s utilising bespoke talent from the 700 or so 72andSunny team globally, or tapping a global thinking and making expert freelancer talent pool via tools such as meetgenie.co that have the specialism to deliver for a potential project, even if they are based in London or Japan.
This ability to have a networked casting team whose specific job is to find the right talent for the job, and bolt this talent on to the existing core 72andSunny team, is a leaner and more agile way to win in the project-based world, where we no longer need to carry a scale team, just source the right team if and when the brief is ready. Working like this not only means we have access to a broader pool of culturally and professionally diverse talent that allows us to make work that works for our modern world, but it means our company doesn’t have to carry the bottom line weight that clients are not willing to pay for anymore.
Alongside our internal win, a move to this model helps support the growing gig economy which might be a way to help solve the work/life imbalance of our industry, as more dads and mums move to a rhythm that works with their life versus just one company.
Please login with linkedin to comment72andSunny
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]