CHEP’s Hind: It’s probably most agencies’ or holding groups’ aspiration to play in similar space to us

Asked if CHEP Network is moving into a space where no other traditional agencies are playing in right now, CEO Justin Hind told this week’s Mumbrellacast that the agency is “definitely coming up against the consultancies on different ranges and scopes of work”.

“I think that’s just the reshaping of the industry we’re seeing right now,” Hind continued. “We’re seeing the consultancies want to play more in the agency space, the data space, the media space, and I think it’s probably most agencies’ or holding groups’ aspiration to play in a similar space to us, and some of them very successfully are.”

Hind: The arms race will continue

“All we know in 2022 and into the future is that the industry is going to continue to reshape itself around something new, and as long as we’re seen as being a major player as part of that reshaping, we’re very happy.”

Hind, now firmly settled at the Clemenger Group agency, and three months on from its transformative rebrand said that in some aspects CHEP is playing catch up to the consultancy players in the marketing world, yet there is another side to that coin.

“The consultancies in my view haven’t really made a concerted push into becoming a media agency, for example. So in that realm, we’re probably a little bit ahead in trying to consolidate that full spectrum of a solution for a client. On the flip side, the consultancies have large and deep specialization in certain verticals and they can spin up very large teams that are very capable at relatively short notice. It just depends on what a client’s looking for on any given day.”

“I think it’ll continue to be a little bit of an arms race as we move further into the end of this year and next year, and the year beyond that. You’ve only got to read the headlines, you’ve only got to read what’s going on in Mumbrella to see that there’s constant change out there.”

Across the rest of the conversation, Hind speaks about the recent Officeworks creative win being evidence of the rebrand paying off, CHEP’s approach to its different clients, why it has opened up CHEP Commerce, and where he would like to see CHEP when all is said and done.

Listen to the full episode below. Find all past episodes here


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