I just read Ad Contrarian’s blog about the move to data over value in an agency. About how the big holding companies are sucking the life out of agencies and the amazing creatives who put in the hours to do great things that sell ordinary things in simple but extraordinary ways.
It got me thinking.
What do I do? I preach being efficient. But definitely not at the cost of great creative.
That got me thinking of something else.
Where do inefficiencies lie?
Bottom line, an agency that creates value for its client must make just a little profit so they can keep the doors open … and … afford a few of the perks that nurture an inspirational work environment.
Yes, I know inspiration comes from the work, and even more so from inspirational creative leaders. The environment comes from both of those. It’s often called culture. And no, culture isn’t a foosball table or Beer Fridays.
It’s that place you love to go every day. It’s the people you love to work with.
My efficiencies lie in ensuring everyone has what they need – when they need it.
Access to information like – where is the copy? When are we presenting to a client?
Shepherding so creative energy isn’t wasted on figuring out what’s next. Basic schedules. Basic budgets. Managed for you. The Creative.
Efficiency is flexible (and never confuse that with Agile). Knowing what’s next is invaluable. Ensuring an agency runs smoothly. That’s efficiency.
Great creative can be done well in an organized environment.
Cheap money is keeping the big holding companies afloat. They can afford 180 days to get paid.