Posts Tagged ‘innovation’

Digital Agencies: Being ‘Digital’ is not enough

August 13, 2009

Being ‘Digital’ just doesn’t seem to be enough anymore. It’s not a unique selling point for agencies. It’s becoming a threshold capability that every man and his dog are jumping all over in an attempt to get hold of their client’s growing online spends. But doing it well? – that’s another blog post in itself.

While critics are calling time on the digital revolution, there’s a new level playing field opening where specialists (digital agencies) are being faced with the opposition of traditional agencies who now know their desktop widget from their i-phone App. It was inevitably going to happen at some point – but it has been widely documented that the catalyst for this wake-up call was the 2009 Cyber Lions Awards – of which only a lowly 12 went to pure digital specialists such as AKQA and Agency Republic. There’s the proof.

Now is the time to be ideas driven. Now is the time to innovate, invent and experiment. Pure play digital shops need to be pushing new concepts at clients through new technologies – things such as augmented reality as an example. They need to also be thinking more about the strategic lead-in rather than just the solution (a website, a banner, an App) – they need to explore the bigger picture and the wider effects of how their digital solution can add value to the clients business model. But at the same time, they still need to be able to deliver. On time and on budget. Depressingly a trade-off only the best can master.

Is being Digital enough?

Is being Digital enough?

Digital Agencies: 30% of your clients are looking for a new agency!

July 2, 2009

This statistic could cause some serious eye-brow raising…according to a new research study by the Association of Advertising Agencies (USA) on average, 30% of all clients are open to approaches by competitor agencies. But who could blame them? If they aren’t getting the best in terms of end product and service, their money is being poured down the proverbial drain.

“A competitive world offers two possibilities. You can lose. Or, if you want to win, you can change.”

Too many times I’ve harped on about the need for constant innovation in digital agencies and the fact that satisfactory work just won’t cut the mustard in these tough times. I’ve even preached about improving the client service relationship as a key factor in retaining clients in the long term. These latest statistics are the living proof that (across the pond at least) clients aren’t standing for it. It’s time we rolled up our sleeves…

But hang on a minute…it’s not all doom and gloom. Don’t book those complimentary VIP tickets for your clients just yet. Spin this statistic on it’s head. This means we can approach a big number of potential clients and pitch them on our services without having to worry which agencies they’re currently working with at the moment. If new business is your focus – this research study is nothing but good news.

To focus solely on new business is a dangerous game. The balance between keeping your current client base more than happy and having an eye on new business coming through the door is a juggling act only the best can master.

In the words of Clive Maclean (Advertising Agency Guru), If you can minimize the churn of your current clients you can then focus on organic (new business) growth; A critical pillar on which to grow a profitable and successful agency.

The magic 30%

The magic 30%

Digital Agencies: It pays to think BIG

June 2, 2009

Waiting patiently at Waterloo station the other afternoon, I was forced to stare at a huge billboard poster from the Daily Telegraph’s new advertising campaign – ‘It pays to think big’. Take note digital agencies; this is exactly what you should be doing.

I’ve seen so many Digital Agencies of late playing follow the leader. Churning out the same old ideas, using the same old technologies, sticking to what they know best – It’s safe, but it’s not going to get you noticed. Digital agencies need to consider that special word – ‘Innovation’.

“Innovation is the ability to see change as an opportunity, not a threat”

Digital agencies are the life-blood of digital innovation. We’re the ones who our clients call when they need help thinking of new campaign ideas or coming up with new methods of communication delivery. So we need to be ready with our finger on the pulse.

“Grasp on newer technologies and know what’s moving, what’s shaking, and what could be interesting to use in order to achieve a different interface with people” says Lars Bastholm, Chief Creative Digital Office at Ogilvy.

The big agencies dominate digital innovation – Take AKQA and the Nike PHOTOid for example, probably one of the biggest and best innovations in the past 12 months. But who says smaller agencies can’t make a name for themselves by breaking the mould and creating digital output that’s unique, exciting and most of all…different.

Big ideas don’t have to be complicated. OK, they may take a bit more thought, but who says thinking outside of the box has to stop everyone in their tracks. And don’t think you’re going to get it right every time. If you’re not failing every now and again, it’s a sign you’re not doing anything innovative.

Although many still view digital as a side dish to the main marketing meal, clients are becoming increasingly digital reliant and demanding the best ideas. So be brave, think of the bigger picture and pitch an idea to your client that’s completely off the wall.

Digital Agencies: It pays to think big.

Digital Agencies: It pays to think big.