The Communication Guideline to Success
The consultancies are strong in their strategy work, but still nascent in their creative offering. Ad agencies on the other hand, which have the ability and history to apply the integration model, have a distinct advantage, because they know how things work together and are able to be the lead in any big project/business. Ad agencies, however, need to follow SIX NONNEGOTIABLES if they are to succeed and stay in business:
Strong strategic thinking that starts with brand without rushing into tactical advertising and fads. True Integration: have in-house capabilities or strong partners in terms of integrated services: media, digital, social, creative, production, content, PR. Brand Leadership: strong brand leads that can rally the team, align and get things done. Creative Fire Power: Strong creative output with teams that can work closely with strategic planners. Content Creation: ability to create content quickly, effectively and cheaply. Technology, Digital and Social: ability to utilise these in the right context at the right time with the right audience.