Tuesday, April 28, 2009
It’s grim out there. Without doubt, businesses and people are suffering. So is there any upside to be had from these extraordinary market conditions? Well I, for one, believe there is.
I have long despaired about the ‘black box’ approach to communication and to branding in particular. The ability of some of the bigger agencies, who of course carry some of the largest overheads, to turn something simple into something beyond the comprehension of mere mortals has always amazed me. Seeing clients build simplicity into their briefs and put perfectly acceptable budget caps in place is good news as far as I can see. It makes all us consultants think hard about our approach, our team composition and the most efficient way we can deliver to the brief. Isn’t that a good thing? Doesn’t that level the playing field and provide clients with a broader choice by placing both large and small agencies on the same footing? Doesn’t that bring what were once considered to be ambitious projects within the reach of companies that have smaller budgets?
Tighter budgets and a downsized client team mean agencies have to take a more efficient approach. Focussing on what really matters and pinpointing an effective solution are now key. Gone are the days of endless market research to arrive at the brief. We now live in an age when knowing your client and their marketplace is vital and valuable. Surely that’s knowledge any agency worth its salt has invested time in acquiring anyway? So perhaps we’re getting back to a time when all agencies need to do their homework, build their knowledge and come to the table with real value instead of vast teams of people justifying their fees by over-servicing.
If there’s one good thing to come out of these extraordinary times it’s that those agencies who can demonstrate the delivery of measurable value and commercial benefits will gain ground and win business. Those that are flabby, lack real knowledge and rely entirely on relationships, loyalty and the ‘cookie cutter’ approach will lose. From a client’s standpoint that has to be a good thing. From our industry’s point of view this must also be a good thing. To be seen as a profession that delivers real business benefits helps us move from the shady world of spin into the rarefied world of valued advisor. And when the good times return, hopefully we’ll maintain an efficient, value focussed approach to our clients’ organisations – albeit in more buoyant economic conditions.
Nick Glanvill
nick.glanvill@greentarget.net