Consultancy Firms Vs Creative Agencies: How To Take A Creative Approach When Dealing With Government
In this opinion piece, Synergy Group creative director Jason Perelson shares what his team has learnt when it comes to helping government departments think creatively and do things a little differently.
For years there’s been talk about consulting firms encroaching on the territory of creative agencies. And while the debate wages on, many consulting firms continue to push the boundaries when it comes to creativity; particularly within the Government sector.
Many believe the words “Government” and “creativity” don’t go hand-in-hand. The reality is, it takes a special kind of person and special type of agency to navigate creative work within Government departments.
1) Know the system
In order to agitate and drive change, you first need to know who you’re talking to. And in Government, there’s no faking that.
Before moving to the consultancy world, I would have never imagined presenting creative ideas with a former ADF director-general on our team. As a creative agency, you just don’t think about that type of resource. A number of our team across the firm are public servants, veterans or come from working within government, giving the team a competitive edge when it comes to the kind of complex work we do.
From the Department of Defence to the Department of Environment, first-hand experience of what it’s like to navigate the ins-and-outs of Government departments is what sets consultancies apart. It allows us as the “crazy creatives” to get work that’s creative, relevant and able to drive real change internally and externally.
Understanding who you’re talking to and with, are carefully balanced elements in the recipe for success. Rather than getting frustrated with the message not landing, look inwardly in how the message was crafted (more often than not, it’s not for the right audience – your client).
2) Get outside your comfort zone
So, once you know the system, it’s time to step outside of it. That can involve drawing on learnings and creative inspiration from outside of Government – it can also mean stepping outside, literally.
In an effort to engage and inspire creative thinking, our team helped Synergy cook up an initiative that sees client meetings taken out of the “bored-room” and into the great outdoors. Earlier this year we launched Another Meeting, which is a refurbished 1965 VW Kombi that acts as a mobile meeting service – providing the chance to meet with clients outside the office, with coffee, to help encourage collaboration and creativity.
By helping clients step outside of the day-to-day, we encourage them to think differently and inspire more creative outputs.
But this applies to us just as much as it does our clients – stepping outside of our creative agency comfort zone and pushing ourselves to think differently about the problem. Discomfort from the norm is a two-way street.
3) Don’t disappear
Creativity isn’t just a product, but a process. This rings particularly true when we work with Government.
As creatives we tend to lock ourselves away from the client until we have a final, polished piece of work that we’re ready to present. The challenge with this model is that the client isn’t brought on the creative journey enough – something that needs to happen when working with Government departments that have different decision-making channels.
Driving real change and creativity in Government requires us to work closely with the client to involve them in the creative process. Frankly, all our clients appreciate the regular engagement and collaborative involvement every step of the way.
Co-design doesn’t have to be a buzzword for boring models that mean nothing more than workshops, but actually a process of collaboration in ideation. Our role is shaping the idea to solve the problem; the idea doesn’t have to come from us for it to be right.
We’ve learnt that in creative ideation we don’t need to focus solely on the big pitch, “razzle dazzle” at the end. We are able to engage far more collaboratively with our clients. And through working with them during the ideation process, we get to the heart of their business problem more directly – which only makes the creative and approach that much more effective.
It is important that we live by our own rules when it comes to creativity, and ironically this at times means throwing out the rulebook altogether; something we have found that our clients find tremendously valuable – and so do we. By pushing ourselves as a consultancy to think differently and work on the idea collaboratively with our clients, we tap into a new level of business understanding and uncharted potential for the Government sector.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.