Can we all agree our business has changed? We are amidst change of historical proportion in every way and the socio-economic landscape will continue to evolve over the months and years to come. Agreed? Great, moving on...
Not to be the bitter and jaded one here (but it comes really easily to me)...and I don't know about you, but I would much rather hear more about all the people that have evolved along with the business, not the proverbial sticks in the mud pining for the days of old - and in turn - a business model of old. Ahem...
I'm not saying I don't agree with parts of this open letter, especially what's at the core - talent. I believe it's crucial that you have the best talent at every turn. This undoubtedly makes the work better. However, the idea that working with the best creative team possible AND doing so in a way that is more cost effective is mutually exclusive is naive. There is a way to have both. Not only that, many clients are embracing the change and, yes, still doing great work. So do I go in-house, do I work independent, what do we do - tell me...what do we DO?!
What is this revolutionary fix-all miracle tonic you ask? It's turnkey production. I know, not the sexiest of names but it's proved to be the wave of the present. It was the wave of the future 3 years ago when businesses like ours saw an opportunity to do more with the core talent and client roster we already had, in turn growing our business in new, exciting ways. Delivering work from script to screen across the 3 that matter in the digital age: TV, internet, mobile.
I actually agree that the in-house "agency edit" as they refer to it via Brand Week isn't the best idea if for no other reason than clients get very little new perspective on the work, and the post talent may be questionable. But that's not to say this is not a viable approach to creative problem solving and more importantly, like the angry parents that warned us, hip-hop was just a fad, it's merely a trend...wait a few years and you crazy kids will forget all about the silly rap musics.” This is not going away. Whether it's working in-house or via a soup to nuts production model, we all have to do more with less. If you can't or won't adapt, you will not survive.
The irony is that we’ve made steps in this direction 2 plus years ago and met with lots of furrowed brows and shrugged shoulders. Where today, I not only find a warm reception to our business model, we've also seen it emulated in many different iterations over the past year and have clients actively seeking ways for this model to do more. More? Yes please we'd love some more, thanks!
In summary, I would extend the scope of this letter beyond the lens of editorial to ask the question, "Are your brand’s messages being crafted by the best TALENT available to ensure maximum effectiveness?"
You may just find that talent, and their businesses, are thriving. They are living and working together, all in one place. It's the future. In case you haven't figured it out already...it's here.
Not to be the bitter and jaded one here (but it comes really easily to me)...and I don't know about you, but I would much rather hear more about all the people that have evolved along with the business, not the proverbial sticks in the mud pining for the days of old - and in turn - a business model of old. Ahem...
I'm not saying I don't agree with parts of this open letter, especially what's at the core - talent. I believe it's crucial that you have the best talent at every turn. This undoubtedly makes the work better. However, the idea that working with the best creative team possible AND doing so in a way that is more cost effective is mutually exclusive is naive. There is a way to have both. Not only that, many clients are embracing the change and, yes, still doing great work. So do I go in-house, do I work independent, what do we do - tell me...what do we DO?!
What is this revolutionary fix-all miracle tonic you ask? It's turnkey production. I know, not the sexiest of names but it's proved to be the wave of the present. It was the wave of the future 3 years ago when businesses like ours saw an opportunity to do more with the core talent and client roster we already had, in turn growing our business in new, exciting ways. Delivering work from script to screen across the 3 that matter in the digital age: TV, internet, mobile.
I actually agree that the in-house "agency edit" as they refer to it via Brand Week isn't the best idea if for no other reason than clients get very little new perspective on the work, and the post talent may be questionable. But that's not to say this is not a viable approach to creative problem solving and more importantly, like the angry parents that warned us, hip-hop was just a fad, it's merely a trend...wait a few years and you crazy kids will forget all about the silly rap musics.” This is not going away. Whether it's working in-house or via a soup to nuts production model, we all have to do more with less. If you can't or won't adapt, you will not survive.
The irony is that we’ve made steps in this direction 2 plus years ago and met with lots of furrowed brows and shrugged shoulders. Where today, I not only find a warm reception to our business model, we've also seen it emulated in many different iterations over the past year and have clients actively seeking ways for this model to do more. More? Yes please we'd love some more, thanks!
In summary, I would extend the scope of this letter beyond the lens of editorial to ask the question, "Are your brand’s messages being crafted by the best TALENT available to ensure maximum effectiveness?"
You may just find that talent, and their businesses, are thriving. They are living and working together, all in one place. It's the future. In case you haven't figured it out already...it's here.
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