Decoupling the creative process: Suncorp shifting all creative production to Hogarth
The Suncorp Group is moving all of its creative production into a centralised hub within WPP content agency, Hogarth, chief marketing officer, Mim Haysom has confirmed to Mumbrella.
Haysom said the way in which Suncorp produces and takes its assets to market has been “under review”, in order to build capacity and create efficiency across the brand.
Suncorp is pushing all of its creative work into a centralised hub
Yet another client who’ll sit through months upon months of post it note sessions to create their brands but when it comes to the REALLY meaningful part, shove into an ad making machine where craft and joy takes a back seat to cost efficiencies, ‘lifestyle’ imagery and wallpaper. You get what you pay for. And by the time the brands inevitably get watered down to nothing, everyone on this press release will have moved on. Great.
As John Hegarty would say about doing great things…
“It’s 80% idea, 80% execution.”
Good luck with the separation of the people behind the idea and the execution ‘pump’.
A lot of naysayers on this chat looking at the negatives vs. the positives of this type of change.
The reality is that you can absolutely execute great creative using creative automation tech and manual work hubs. It’s a proven recipe that agencies and brands have been adopting for a while now, and the trend is catching.
And it’s a good thing IMO.
The clients we’ve worked with and see adopting this type of approach are typically re-investing the savings in time and budget into more/better creative, strategic thinking, bigger media buys…. Creating more opportunities within the industry.
Denying that change is coming to our industry is a bad idea. Because it is coming. And it’s coming quickly.
Seen any great advertising recently? Seen anything with a genuine idea as opposed to a look dictated by a branding agency and executed by the cheapest quote available?
There’s never, ever been a more important time to truly stand out amongst the bombardment of dross on every device and screen we own. And that, simple fact is completely lost on modern marketers. Ideas are presented in packs, the safest one is bought, it’s researched just to remove any semblance of concept, produced by machines like the one in the release, researched again and then repeated endlessly like a comedian telling you a bad joke over and over and over. This is the future? No. It’s corporate hell.
And I wonder why the Indi’s are doing so well!! They don’t have to say ‘we love working with Hogarth’ or anyone for that matter Please show me a reel of Hogarths award winning work????