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.

Please login with linkedin to comment

Designworks Path51 Simon Larcey

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]