Much has been written about agencies and in diverse media you will find exclusive reports that to focus on what seem to be the most important distinguishing features. I would like to take a different approach in this article.
What is common practice in the agencies?
Today, agencies are still being categorized into different drawers. Selection criteria includes such factors as: do they have an international network, are they an owner-managed agency, what prizes and awards have they have won, who their most important customers etc All perfectly understandable criteria, that should make it ‘easy’ to find the right agency. But does it really work like this? After 20 years in agencies now, I have my doubts.
If I compare what we do today and what was prophesied over the years, by all sides I come to different conclusions. In the past it was clear: the large clients would only be supported by ‘large’ international agencies, so mid sized agencies had no chance here. Today its different – we are the best example for the opposite model – however, the customer has to have the courage and individual strength to go different ways and not just out of cost reasons.
Why are agencies our size becoming more important for advertisers?
In short the most important parameters are speed, flexibility and creativity. If in addition one also has good references then many questions are already answered. In the age of mobiles, social media and completely different print production techniques, businesses need unconventional thinkers. They don’t need agencies with large structures, most as large as themselves. I can remember times when moving a logo on a flyer by a few millimeters would require the involvement of 3 hierarchy levels in an agency. This resulted in a huge communication marathon, the absolute disproportionate use of resources and frustration on both sides.
Once this has been understood, the challenges become different. Agencies must be flexible and have a flat organizational structure. Empires are out and communication is ace. Implementation must be highly efficient and well organized and, offshore and near-shore solutions must be used.
We call this the ‘single point of information’. Project management must ensure that everyone pulls together – at dietzk., we use a CRM system that synchronizes multi project and information management, so that everyone involved knows what has to be done, what’s coming up in a project and what resources could be in high demand in advance. The system is ‘live’, meaning it is in a continual state of development and helps us to stay efficient, as long we all understand that this is the basis for organization and that no short cuts are possible.
Why is this article titled ‘Leading an agency with heart and mind
I have now written much on a type of agency organization, this however will only be successful if the boss is accessible, if he is good in the sense that he has something to contribute and gives this knowledge actively further. If he accepts change, no rather enables and encourages active change. If, when he makes mistakes, he notices and admits them. If he is so charismatic that he stimulates his team and if he is a team player and can let go. He must be a many facetted person who likes to lead, so bearing this in mind I try to face challenges every day to mould the future. This is our driving force and can only happen NOW or in the future.
