New Zealand Marketing - - Feature -

Tal­ent is al­ways on the move. And while agency folk are in­creas­ingly mov­ing to the rel­a­tive safety of client side, there are other suit­ors, namely the tech jug­ger­nauts and con­sul­tan­cies, which are both upping their cre­ative game to try and snatch busi­ness away from ‘tra­di­tional’ agen­cies. The rise of the tech plat­forms have in some way fa­cil­i­tated the in­creas­ing in-house re­source among clients as brands can com­mu­ni­cate di­rectly with con­sumers through many of these chan­nels. And, just as me­dia com­pa­nies like TVNZ, Bauer and NZME have set up their own cre­ative stu­dios, so too have the tech com­pa­nies. Last year, Spe­cial Group Aus­tralia’s found­ing cre­ative part­ners Matty Bur­ton and Dave Bow­man left the agency to take over the Google Zoo op­er­a­tion across the Asia Pa­cific re­gion, fol­low­ing Tor Myhren who crossed the floor from his role as pres­i­dent and chief cre­ative of­fi­cer at Grey to be­come vice pres­i­dent of mar­ket­ing and com­mu­ni­ca­tions at Ap­ple at the end of 2015. An­other in­ter­na­tional player mak­ing the move that year was Lars Bastholm who went from chief cre­ative of­fi­cer of Cheil USA to global chief cre­ative of­fi­cer of Google’s The Zoo. The fol­low­ing year it was An­drew Keller, for­mer Crispin Porter + Bo­gusky CEO who joined Face­book as the global cre­ative di­rec­tor for in-house cre­ative team Cre­ative Shop. His move saw Keller re­port to Cre­ative Shop chief cre­ative of­fi­cer Mark D’arcy, a for­mer Time Warner ad ex­ec­u­tive (and New Zealan­der) who joined the so­cial me­dia gi­ant in 2011. Lo­cal cre­atives Tara Mck­enty and Iain Nealie were snapped up by Google as cre­ative di­rec­tors for the APAC re­gion about four years ago af­ter show­ing prom­ise at Why­bin\tbwa and Saatchi & Saatchi, and Con­ta­gion’s Tom Bates went to work for Snapchat in 2017. Hav­ing largely stolen the strate­gic work off agen­cies and dou­bling down on dig­i­tal trans­for­ma­tion, the large con­sul­tan­cies are also ex­pand­ing into the com­mu­ni­ca­tions sec­tor. This has been more ob­vi­ous in the Aus­tralian mar­ket, where the big four have made a num­ber of agency ac­qui­si­tions and hired big names from the me­dia, mar­ket­ing and agency sec­tor – like ad­land per­son­al­ity Rus­sel Howcroft mov­ing to PWC as chief cre­ative of­fi­cer, or Droga5 boss Sudeep Go­hil join­ing KPMG as head of brand strat­egy, or a big chunk of Mccann Mel­bourne join­ing Deloitte. Ac­cen­ture’s Ben Mor­gan says the chang­ing needs of brands has de­manded a new model that sees con­sul­tancy, cre­ative and tech­nol­ogy con­verg­ing – bring­ing to­gether brand strat­egy, de­sign, com­mu­ni­ca­tions, cus­tomer ex­pe­ri­ence and prod­uct de­vel­op­ment at scale. “Ac­cen­ture’s ac­qui­si­tion of cre­ative agen­cies such as Kar­marama and The Mon­keys are driven by the need of this new, mod­ern CMO, and it is prov­ing a real dif­fer­en­tia­tor. The abil­ity to forge cus­tomer ex­pe­ri­ence end-to-end bet­ter re­flects the mod­ern ad­land, which the tra­di­tional agency can­not cater for.”

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