An Experiential Agency Moment – The Independent Vs. The Holding Co.
It’s a story told thousands of times, all over the world, as I’ve come to learn over my many many many years of travel. While it may hold true for traditional advertising it’s an absolute truth for those deploying experiential methodology and using traditional media and less-traditional medias to effectively engage consumers.
I’ve been fortunate to be on three sides of the fence.:) I owned a small, boutique shop that performed well and delivered ground-breaking work for clients. I then went to work for a large agency and got to see and live how one name on the door doesn’t mean that there is one “agency” handling things. Now, I’ve returned to my independent roots because I know that in the world of experiential one must be a part of a team that never turns off, and is unified in all of it’s thinking and methodology – able to act in seconds.
Early in my career I thoroughly enjoyed beating big shops when I had my own shop, and I enjoyed developing a strategy to beat small shops when I was with a big shop. However, when I know what I feel is real – as a person that enjoys being a student of the experiential business partly because it’s based around authenticity – there’s just one choice. I had to face an inner conflict that I couldn’t resolve at a larger shop – the rotating flavor of the week. Sure, the 3 – 5 different divisions of the “agency” can come together with an often times brilliant pitch, but in a slice of the ad business that is 24 hours a day – the model fails miserably, in my opinion, when there are too many parties involved before one even begins to work with partners.
The big agency’s once brilliant ideas that came flashing across the screen soon become diluted as they make their way through the layers of various agencies and partners – it just seems like a Greek tragedy to me. Even though th small shops have the better strategies and ideas anyhoo☺.
I fully step in front of the fact that I am an extremely emotive person – that’s why I love what I do. That’s why I am always doing something experientially related even when I’m off work hours. Therefore, in order to feel like I’m not at war with myself I had to find the best solution – the fierce mid-large size independent. This isn’t your father’s advertising. This is 24-hour madness at times with traditional elements like digital as well as the rest of the media spectrum.
As a creator more than a creative – I enjoy building models for success. I thrive on it actually. Maybe one day I’ll find that big agency that says show us the model to do things right longer than during the RFP process. I’m always a posivist.:) Yes, I can create words too. In the end, it’s about being real with yourself and everything that surrounds you. That’s a message, thankfully, I get to talk about around the world.
What’s next? The big wins - I hope !!! From corporations that understand that only a unified house of passion can deliver what is needed to achieve their long term goals and not wind up with a flash of brilliance that loses it luster as it makes it’s way through too many hands at the holding co……..
