The Actionists’ Post

“Su May’s opinion piece is now live on Creative Review” was the subject of the email. Weird. For folks who know me, I have lots of opinions about different things but most of the time I don’t write these down officially, let alone publish them ;) Yet this one I feel strongly about. It speaks to what I have learned at my time here at VaynerMedia EMEA and how it has change my perception of how to get to “good” work and what it actually takes to do better marketing. Today’s brands are built by engaging with consumers and capturing their attention – then capturing it again and again and again as their focus swings from one thing to the next. In fact, consumers’ attention moves so quickly in 2024 that there’s only one real constant: everyone is looking at social media more than anything else. This means that brands need to publish content every single day, paying close attention to what does (and doesn’t) perform and adapting their approach according to the results. It’s not about letting the market decide your approach, but it is about letting the market affirm if you’re getting things right. It’s doing marketing for the sake of better marketing. #vaynermedia #vaynermediaemea #daytradingattention

This great article from my colleague at VaynerMedia EMEA, Su May Tan, highlights how social is shift what "good" creative looks like. A handful of people in the boardroom "crafting" perfection doesn't make effective work for a world where the algorithms enable people to organically discover content based in their interests. Check out the article below and find out more about why using niche social audiences to find right is a smarter move than going all-in on one objectively perfect aesthetic and hoping it works.

We've been told a thousand times that the creative ad agency model is broken. But has anybody taken the time to explain why? This article does just that. "There were other problems with the business model. Not least, says Sutherland, because ‘the most valuable thing that creative agencies do has absolutely nothing to do with time’. Constrained by the billable hour, creative agencies grew deformed, hiring more account handlers and support staff to deal with all the admin, and dumping senior talent who were too expensive and worked too fast." #creativity #pricing #businessmodel #procurement #advertising

The best CCOs/ECDs don’t want to hire advertising creatives, they want to hire creative people. Too many portfolios only show work that’s run for paying clients. Proving you can do that stuff is fine, but if you really want to sell yourself then show some of your own ideas, too. It’s your personal projects that show people who you are. Make them fun. Make them serious. Make them topical. Make them whatever. Just keep making them. The best CCOs/ECDs will probably care more about those ideas than anything else. #agency #creative #talent #inhouseagency #inhouseagencyleadership #creativity #client #marketing #creative

It may take you a few rodeos to understand advertising’s subtle nuances. Being laid off means an agency is unfortunately letting you go. Being fired means you’re getting fucked. That is all. Repost if you’ve experienced the difference. #theadvertisingsurvivalguide

There’s much talk about the agency model, billing models and value or product based billing. It’s time for heads to be lifted up out of the sand and for leaders to lead change. Caroline Johnson makes some insightful observations on this article by Stephanie McCarty.

In one way I agree, but in another I really don't. What I agree with: Yes there is a serious problem with the agency model. It's definitely not about finding the right agency. The problem is endemic and it's driven by a model that doesn't reward agencies for the real value they create, doesn't incentivise them to do the right thing and ultimately doesn't deliver value to clients. This absolutely has to change What I disagree with: You can't just miracle random ideas out of thin air. You can't expect an agency to 'be creative' without understanding the challenge that creativity is meant so solve. McCarty sees the discovery phase as 'just part of the revenue model'. I'm willing to bet she wouldn't say this about a management consultant. We fully expect that a management consultant will do a lot of due diligence, interviews and analysis, before coming to conclusions. The problem is that the current agency model has set the expectation that an agency will turn up with a creative concept on day 1. Why? Because that's what happens in a pitch. The agency turns up with a creative idea and gives it away in the pitch. A management consultant, turns up with a tested methodology that promises to solve the client problem. Agencies need to change the commercial and engagement model whereby they take ownership of the client challenge and offer a means of resolution, supported by a methodology. It's not a million miles away from management consultants do, it's just specialised in a different set of problems.

Whatever got you here, you’ve come to the right place. I work exclusively with ad agencies. Let’s grow yours. Read what nice things others say about working with me. https://lnkd.in/e3nDmAGE! #agencygrowth #prospectinstrategy #differentiation #newbusiness

Ogilvy was correct that it takes hard work, sitting down with a pen and paper, to create advertising that sticks in the mind and sells. Creative thinking is a must, but so is creative research. Observing things in refreshing ways, ways that creates new ways of thinking and research. There's no getting around that it's going to take a lot of hard work and creative thinking. Kudos to the ads, and their agencies, that figured out how to gain attention, some for decades, but there's plenty of room and opportunity for creative ideas that lead to stand out and memorable ads. #creativethinking #artcreative #adcreative

You've got a business to run, so finding and hiring an ad agency feels like just one more task to put on top of a million. However, hiring an ad agency is the next step if you want your business to grow. Check out these tips to help you on your way to success: https://lnkd.in/e79SCWsQ