Campaigns, Programs, Platforms – The Way Forward According to R/GA
1st October 09
Posted in creativity, technology, transformational change
In this film, recorded in NYC last week during Advertising Week, Bob Greenberg (Chairman, CEO & Chief Creative Officer) & Barry Wacksman (EVP, Chief Growth Officer) provide smart, grounded, food-for-thought around agency model re-invention, and particularly around the role of technology in the emerging shape of agencies, post-recession.
It’s of value for a number of reasons. First, because they’re talking from experience rather than about theory – always preferable. But second, they’re not just talking about themselves or about how great they are (though they are clearly very good within the niche they occupy). And so it doesn’t feel preachy. It feels honest and useful. And so no matter whether you’re a tiny & groovy start-up with six people or a networked mega-shop, there are provocations here.
The dissection of the very real differences between CAMPAIGNS, PROGRAMS and PLATFORMS is useful, not least when it comes to resource implications, processes and structures. This seems the key take-out. And two numbers have stayed with me: 25% of their headcount are technologists (where do they get *that* much great talent?). They produce 95% of their output in-house.
Their model won’t be right for the great majority of agencies – they’re still production specialists in many ways – but they at least seem to have a model, and can talk coherently around why it’s right for them. They seem to have worked out how technology can work for them, rather than the reverse.
Smart people. Worth watching.
Ban:
First of all, kudos to you guys for so open mindedly sharing the content and thinking of other agencies. That is what social and the internet are all about. Second, RGA is who we should all look to for the idea that the future is as much about utility and applications as about messages and the undeniable trend that the consumer’s role, from participation to co-creation are defining brand relationships with consumers. I haven’t watched the whole vid, parts of it, as I know Bob and Barry and have always admired what they’re doing. Like you agree that the future is about the redefinition of the “team.” Today, while it’s been hard to get there, our creative teams are made up of three kinds of people: writer/ad; developer; distribution. RGA has evolved more naturally as a production company; for ad agencies it’s been harder. Everything is connected to everything else these days. Agencies by definition have to extend from strategy and story telling to the technology and applications (along with social media practices) to inspire others to create and tell the stories for them. Thanks for pointing this out. Missed Ad Week last week.
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[...] Campaigns, Programs, Platforms – The Way Forward According to R/GA « BBH Labs – R/GA on agency models, structure, talent and the way forward. Via BBH-Labs. [...]
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[...] about the emerging shape of agencies post-recession. Definitely worth a watch. Originally found on BHH LABS. Posted by Jimmy Walker on Oct 16th, 2009 … No Comments Tags: [...]
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[...] which clearly and neatly maps the differences between the two approaches and we very much enjoyed this RGA film talking about the importance of long term brand [...]
[...] Without an existing fan base or an influential media partner, even a genuinely wonderful brand utility may struggle to gain critical mass. Even the most passionate advocates of conversation and platform thinking now acknowledge that campaigns have a significant role to play in driving users to those platforms. [...]