12. “Digital agencies, are the new dinosaurs. If
they don’t evolve quickly they will have lost
the 10 year head start they have enjoyed so
far.”
Creativesocialblog, July 22nd, 2010
13. The Work
Culture
Which of these needs to
change first?
Processes
Structure
What key changes could we be
Partners
making at Cheil?
Tools
People
15. Ideas can come from anywhere
[Any of your team. Media Owners. Customers]
16.
17. "In the past we've been accused of passing things off to the
interactive department," says Hoffman. "Now, we don't use
different departments as our executors; we're all collaborating
and ideas can come from anywhere."
Creativity, Agency of the Year 2010
52. Stage Improvement in process
There will be no chemistry stage. We will be using the Creative Social network to
Chemistry seed the list of agencies pitching, in particular picking out the individuals from
Meeting those agencies who we believe have the best fit to the client and will add the
most value
All agencies will be present for a single briefing. Although there will be more time
Briefing required by the client to prepare for this briefing, it should be more than
recouped by getting better ideas
Agency
No planning required
Planning
Strategy Would still expect them to do the strategy bit
Ideas
Lead creatives will have been in the briefing so expect far better ideas
Generation
No formal pitch. Each idea submitted on one sheet of A4. No Appendix. No
Pitching
Branding
63. Art Director + Copywriter
Other specialist Creative
IA/UE
Technologist
Planner
Social Media
Specialist
64. Art Director + Copywriter
Other specialist Creative
IA/UE
Technologist
Planner
Social Media
Specialist
65. Art Director + Copywriter
Other specialist Creative
IA/UE
Technologist
Planner
Social Media
Specialist
66. Art Director + Copywriter
Search Creatives
specialist
IA/UE
Technologist
Planner
Social Media
Specialist
67. Hoffman says the biggest change has been the re-imagining
of the creative team. Before, of course, the idea rested solely
with a writer and art director. Now, as with most agencies,
the composition of teams varies, but there are more people
involved in what Hoffman has taken to calling "the platoon"
rather than the team.
Creativity, Agency of the Year 2010
69. Brands on average employ 7 different types of agencies
One third believe their agencies fail to collaborate
Fewer than half meet multiple agencies to discuss creative
ideas
Fewer than half are satisfied that their structure enables
effective brand stewardship
Fewer than half believe their structure is simple to
orchestrate
70. Get rid of silos
[Digital does not sit in the corner. Nor does social]
