Can Wunderman Thompson forge a new industry model?
Can a newborn Wunderman Thompson evolve towards personalisation, without losing sight of the timeless principles underpinning long-term brand building? Former JWT staffer Tom Doctoroff explores the possibilities.
Let us quickly shed a tear for the demise of one of Madison Avenue’s most storied brand names: J. Walter Thompson.
Although the agency’s end was abruptly announced, WPP chief executive officer Mark Read deserves kudos for a tough, clear-eyed decision. Clients are demanding elimination of silos between agencies that offer creative and strategic ideas, and digital services of all stripes.
Tom,
While you make a few fair points, you’ve largely missed the mark on others. For starters, the WT teams can’t be led first and foremost by brand stewards, designers, and creative thinkers of old, the teams must be led by a new breed of marketers who think first about the customer experience but can also connect the dots of data, technology, and brand experience. We need ecosystem marketers, not brand builders leading the charge because we no longer live in a brand first, customer next world. Technology enabled, data driven, personalized brand experiences that put the consumer first are what clients crave, not big creative ideas.
“Data and analytics” might be a mystery for most agencies and clients, but it is truly the air that Wunderman lives and breathes. That air is powering significant, profitable growth for Wunderman and is clearly a core capability that traditional ad agencies are missing. So maybe instead of “relegating it to the ash heap of history” we should be more focused about taking something that clients see as “everything and nothing” and turning it into “something” that is creative and inspiring.
Last, Wunderman already has “digital transformation” experts as part of its offering. It has rolled Acceleration, Cognifde and other digital transformation offerings into the Wunderman fold and continues to place an emphasis on that capabilities. Maybe the lesson here is that it needs to better promote those capabilities.
In summary, I think your analysis is little too JWT and not enough Wunderman. But maybe that’s just the difference between your experience and mine.
Kyle
Kyle, respectfully, I think we need to expand what we mean brand steward. If a unified positioning defined as a bilateral relationship that flowers into relevant experience is no longer our center of gravity, then we are indeed in for some difficult transitional times. If faith in the power of loyalty built on equities, many of now are experience-led but consistent with a clear positioning statement is forever out of vogue, the industry is in trouble.
The thing this industry – and companies like Wunderman and JWT merging – needs the most is stopping this buzzwords mayhem in the desperate attempt to masquerade how the same points have been raised for 20 years and no one has managed to find a solution.
1. “Think digital first”. It’s 2020, if we still have to make this an action point, the situation is worst than it seems.
2. “Cordon off the traditional businesses”. Let go clients who don’t bring enough money. Sure, but to many agencies a client who doesn’t bring enough money is better than no client in front of the holding company. They’ll just hire cheaper talent.
3. “Incentivise people who are preparing for the future”. Give your people the chance to learn new stuff. But why would you invest on the staff when you first hired them because they’re cheap?
4. “Flatten structures to facilitate cross-functional collaboration”. Tell old school suits & ECDs that the tiranny of the big idea is over, because that’s what holds back traditional agencies from really evolving.
5. “Accept the inevitability of an iterative – that is, test and learn – pathway to digital maturity”. No one really knows what the hell we’re doing so just brace yourself and hope you don’t screw up too bad.
It would be refreshing to hear Adland speak like this – or similar, I’m not precious and it’s not a big idea – for once. Remove the coat of BS and tell it like it is, in the interest of the advertised “radical transparency”.
Everyone seen the CDM TVC where the kids and the ageing neighbour chuck stuff over the fence to each other? What a beautiful idea. Explain to me how ‘digital ‘ can do any more than spread the word. It is a beautiful idea, true to the core values of a now iconic brand.
When you see a better confectionery ad in any shape, form or medium, please let me know. Your grandparents were eating this product. How did it manage to survive and prosper? Through sheer consistency of product and values.