Here is some food for thought as we get ready for Not Monday in the marketing world.
When you have a finance CEO, you get procurement-led communications. With a client-service CEO, you get “give the client what they want” communications. And with a creative CEO, you get idea-led communications. Client relationships are not enough anymore. Ideas drive agency revenue now. I see this every single day.
Click here to read the full article. On the one hand, them’s fighting words and further denigrates the work of strategists and account service who are already blamed for everything that goes not exactly according to plan. How about some kudos for keeping it 85% on plan once in a while, because. … seriously.
On the other hand, okay, I see where you’re coming from and agree that Big Ideas are crucial to game changing. But, does the generation of ideas reside solely in the creative team? Maybe so, but someone needs to let the rest of us know so you can have at it, and we know where the responsibility lies. If the strategy is going to be having the big creative idea, the creative team is going to have to infuse some client relationship management in the mix, too, because all our clients are not idea people. Some are, but most have folks they answer to who need a solid rationale and proof of ROI before they can champion the BIG IDEA. Who owns selling that in? I am 100% okay with focusing on numbers and performance and support and giving over the reigns of shepherding clients through to the Big Idea, if that’s where we’re going. I wonder if we shouldn’t ask the clients, too?