5 Jul 2011

Do Creative Agencies Really Suck?

For the record, I'm not at all sure he's right but this is some great provocation from Graham at mobileYouth. The most creative of the creative (and media) agencies out there really understand Graham's point and are helping their clients understand it too.

Persuading a client to change the way they think is rarely as straightforward as merely putting plain facts in front of them. There's a lot of inertia (and fear of the unkown) to overcome before many brand managers will contemplate taking those facts on board. It's incumbent on agencies to provide not just plain facts but solid rationales for a change in tactics and meaningful measurement of any activity that is tested.

Bravo for challenging the status quo though. Big fan of that round here.