Even so, it’s hard not to question the latest trend among agency chiefs to take charge of creativity and run their networks without a regional executive creative director. DraftFCB, Leo Burnett and more recently Grey, which will not immediately fill Todd McCracken’s post, are among those abolishing the regional creative role.
Some have opted to put in place regional creative councils that aim to set standards and further empower local creative directors.
For agencies heavy on local clients, it appears to be a smart move. Adding to that, many CEOs have proven they can be both a voice of creative authority and reason. So, is the role of the regional creative redundant? Or is this simply a short-term fix?
Regional ECDs come with a hefty price tag, one that is not always justified - particularly if internal politics are at play that prevent them effecting the necessary impact in every office. But we are, after all, talking about a business that’s creative, and to succeed you need creative leaders.
If creative reputation goes a long way towards building businesses, then, one would have thought, a regional ECD would be essential to forging that reputation. Indeed, a good regional ECD can inspire the different offices within the network to raise the standards of the creative product (a critical requirement in Asia, where markets are at varied stages of development and creative excellence), and build the agency’s creative reputation.
This, in turn, should see the agency invited to more pitches - which ultimately, should lead to more new business. As they say, great advertising is great for business. But a good regional ECD is also important when it comes to maintaining consistency and standards on regional accounts. Often, they can play an instrumental role in agency-client relationships, as TBWA’s John Merrifield has done with adidas and Ogilvy’s Eugene Chong with DBS. We’ve seen too often agencies struggle to keep clients happy as creative standards slip. Because some clients are slowly recognising that good creativity can lead to better business, with a growing number of big brands choosing to work with creative boutiques around the world. And let’s not forget that a personable creative chief is an important frontman for the agency. High profile and media-facing, they can be the key to attracting and holding on to young talent.
The advertising and marketing industry is going though dramatic changes today, and the role of a regional ECD is no longer just about advertising. It’s about embracing and understanding other areas, particularly digital, to provide strong creative leadership in a new, unpredictable world. It’s about guiding clients, as well as agency heads, through the new media and creative minefield.
The future is about great communication. Regional ECDs, of course, also need to up their game. The right creative leader has the potential to, ultimately, be a powerful business weapon.
There is hope that this year’s Spikes Platinum winner - Japanese agency Space Runner’s campaign for Panasonic - will send an important message to young talent in the industry.
The campaign beat nearly 4,700 pieces of work to take the top prize at the show in Bali in a final showdown against favourite JEH United Jureeporn Thaidumrong’s Smooth E second series. It tells its brand story in a way that’s compelling, engaging and entertaining, taking a wonderful idea — ‘Can man fly?’ - and using it to position a battery. With a real client and an albeit small budget, it doesn’t just use traditional media but experiments with new channels to persuade consumers and demonstrate the power of a small battery.
