You are currently browsing articles tagged faris.

Mark Pritchard, Proctor & Gamble’s CMO has asked Publicis, WPP and Omnicom to create a hybrid consumer agency to service a portion of his North American business. The collaboration, he hopes, will yield better creative and better economics. (Insert silent giggle here.) When the boss asks for something and is willing to pay for something, you do it. Mr. Pritchard is the boss and the biggest ad spender in the neighborhood.

As proof of concept, he points to the wonderful anti-advertising Tide Detergent campaign aired during the last Super Bowl. But there’s a massive problem with the logic. Ad people are very ethnocentric. Very egocentric. Did I mention competitive? Especially creative people.  Leonardo da Vinci let some talented interns mix the paints and sketch on some canvases, but he wasn’t collaborating.

Every time someone trots out this hybrid agency idea or the idea to have a totally dedicated brand shop, it’s failed.  As Faris says, “ideas are recombinant.” Egos aren’t.

This dedicated agency model may save money, it may make a couple of goods ads, but it won’t attract the best people and certainly won’t foster the best creative. Ring around the agency.




Tags: , , , , , , , , , , , , ,

Paul Gumbinner, a friend and one of New York’s more successful advertising recruiters, wrote a post this week about how little diversity there is among agencies today.  The unique agency segments of yore are no longer apparent.  He is quite correct.  Part of Paul’s argument is that the leaders of those agencies created unique cultures.  Bill Bernbach in the 60s.  Jay Chiat in the 70s. Dan Wieden in the 80s. Donnie Deutsch in the 90s.

Interestingly, the turn of the century brought agency start-ups and technology themed shops.  Leadership became secondary to coolness. Exciting, new brands emerged with selfless senior management: Anomaly, Barbarian Group, Razorfish, Naked, Organic, Strawberry Frog, Taxi, Renegade, Brooklyn Brothers, Mother, Droga5 (cheater) and Poke.  These leaders, smart marketers all, put their brands first. Built teams. Tried to figure out the new order and class of work, kept their heads down and promoted their brands.  It was a good strategy. BBDO, DDB, McCann went a little GM, if you will. (General Motors.)

As all agencies (big and small) move toward the middle these days, using a complicated quiver of arrows, we’re beginning to see some new leaders emerge from this new group.  These new leaders have been playing quiet offense thus far — and as Mr. Gumbinner points out.  But the decade of 2010 is providing a fresh canvas for new leaders.  Welcome Faris. Welcome Noah. Welcome Lori.  Welcome Gareth. Peace!

Tags: , , , , , , , , , , , , , , , , , , , , , , , ,