WILL 2008 BE THE YEAR OF CLOSER COLLABORATION BETWEEN MEDIA AGENCIES AND THEIR CREATIVE COUNTERPARTS?…….asks AdNews.
Talk of the need for closer collaboration between media and creative agencies intensified in 2007, but it was pretty much just that – talk. In her farewell speech, former AFA executive director Lesley Brydon called for the divide between creative and media agencies to “come down like the Berlin Wall”. If rebundling is not on the cards, what is the solution? And will closer collaboration be finally achieved this year?
I don’t see a wall. I saw a crack that became a fissure which in turn has become a canyon.
No blame need be accrued here; it has become the way of the market.
Creativity has morphed, finally, into all aspects of the ‘process’ and the grip that ‘creative agencies’ had on the client is not as apparent.
I do see a happy meeting place on the floor of the canyon, a digital-roadhouse wherein a new model is emerging.
As Communication Strategy becomes the essential “core” (the new creativity) there is a market need to link this with digital content beyond the 30 second solution or banner which collectively represent the bulk of communication solutions.
I cannot see rebundling under the current business models.
A new breed is emerging whose focus is empathetic community connections in favour of one-to-many ‘push solutions.’