Still, in the current climate, this could provide the spark to force
through a strategic change within the typical creative agency - a change
that should have occurred sooner. Since media agencies have largely
taken the strategic high ground from their creative counterparts, the
situation has been exacerbated by other events: senior creatives taking
up jobs in production houses, and, now, television channels taking on
the role of commercial creative provider.
This leaves the creative agency very definitely out of the centre of
action. To reverse the downward spiral, creative agencies must build on
their strengths in providing the big 'idea' that is central to the
effectiveness of any ad, and which remains unchanged. What has changed
is the explosion of media choice which has impacted the way an idea is
shaped; for instance, technology is now available to tune out
advertising on TV. Creative agencies, therefore, should be reinventing
themselves to try to retake the strategic high ground. One route is to
put more resources into account planning.
Then beef up below-the-line capabilities. Finally, produce campaigns that are effective.
Another route is a bit more radical. Position the agency as a business partner, which has a range of strategic solutions and knowledge, not just marketing communications tools, at its disposal. Meaning it would participate more in other business processes such as product development, new business opportunities and quality management, to name a few.
