Guys, we need to get it together.
Here is a truth; everyone in this industry, no matter whether they’re client side or agency side wants to do great work. Everyone. Whether on a grand or small scale, we all want to do work that moves the dial and inspires action.
Lately however, I’ve been reading posts, mostly on LinkedIn, with people from agency land emotionally wilting. Feeling lost, miserable, their work feeling futile. I was quite taken aback by some of the discussions; they were coming from heavy hitters – some very well-established international industry types and they were utterly lamenting. Why? Budgets are being cut. They can’t get their work through. Struggling to find meaning, that sort of thing.
Client side, it’s same-same-but-different. I recently had a senior regional brand owner, sit at my kitchen table on a sunny Saturday morning to discuss how she just felt like she was spinning her wheels. Internal alignment was a nightmare, managing her many agencies felt like herding cats, budgets had been slashed and she just didn’t feel that she could move the dial. And how on earth could she keep herself and her people up-to-date with everything that’s going on in the digital world?
This gig is tough at the moment, on a number of levels. We all know that. There is a little silver lining however: challenging times can be a strangely inspiring and produce quite incredible work. It forces people to spring into action and get it together; to think sharply and make the best of the resources they have.
In this environment, collaboration is key to success. In this crazy, hectic, sometimes bonkers world of acronyms, algorithms, and addressability, you simply can’t go it alone. There’s too much to know and too many opportunities to miss out on. In this feature in Campaign Magazine, we talk a little more about our thoughts on this and the role that we play in helping agencies and brand owners work in a more cohesive manner. Have a read and we invite you to share your views: http://campaignme.com/2017/09/10/112856/bravo-romeo-story/