Where is your main com­pe­ti­tion com­ing from?

New Zealand Marketing - - Shorts -

Com­pe­ti­tion for agen­cies has pro­lif­er­ated over the last decade. There’s the usual agency vs. agency com­pe­ti­tion of course, but within that you have var­i­ous agen­cies claim­ing spe­cial­i­sa­tion, and ex-agency con­sul­tants too. Then you have me­dia agen­cies try­ing to do cre­ative for so­cial me­dia, and even the me­dia them­selves (e.g. TVNZ) pro­duc­ing cheap ads. Then there’s the new ‘fren­e­mies’ like Face­book and Google, who on the one hand we col­lab­o­rate with bril­liantly, and on the other are talk­ing direct to the client try­ing to cut agen­cies out. And, of course, there’s the busi­ness con­sul­tan­cies (Ac­cen­ture and Deloitte etc) now see­ing an op­por­tu­nity to ex­tend their think­ing into the mar­ket­ing/brand/comms arena, and even ex­e­cut­ing in the dig­i­tal space.

Amidst all that in­dus­try tu­mult, the thing that con­tin­ues to set agen­cies apart is the in­cred­i­ble cre­ative fire­power we can draw on. The abil­ity to think about a brand from head-to-toe, to step back and ap­pre­ci­ate how a brand grows a busi­ness. To de­fine a brand from the core, then ex­e­cute it con­sis­tently across ev­ery touch­point, from tan­gi­ble user ex­pe­ri­ence through to comms and be­yond. The best strate­gic and cre­ative tal­ent, with the abil­ity to build the most pow­er­ful brands to de­liver real busi­ness growth, still choose to work in an agency en­vi­ron­ment. Where cre­ativ­ity is val­ued, where there is a peer group that know that brands are one of the most pow­er­ful ways to gain an un­fair ad­van­tage over the com­pe­ti­tion.

JUSTIN MOWDAY CHIEF EX­EC­U­TIVE OF­FI­CER DDB

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