It’s the end of the word as we know it, and I feel fine
Ian Perrin, chief accelerator at Speed, calls bullshit on the negative headlines about the advertising industry and agency landscape. If this is the end of the world, he says 'bring it on'.
They often say that countries can talk themselves into a recession; and the same can be said about the advertising business. Based on the commentary I have read over the past few months, we are doing just that. Never in my career have I read so many opinion pieces, statements, and commentary about the dire state of advertising, and of course, agencies.
Consultancy firms are taking our jobs, multi-national agency groups are dinosaurs, media agencies are all crooks, digital agencies are myopic, and independents don’t have the scale or data to compete.
End of the world? Bring it on
I know drama and hyperbole drive clicks, but quite frankly, what a load of shit. If this is the end of the world, then bring it on, because I’m not sure we’ve ever had it so good. Be that structurally, commercially or culturally.
Structurally, we are changing our models to give marketers an array of different solutions. They can choose anything from a multinational, full-service model to a group of independent specialists, or vice versa. They can buy a group model, a lead agency model, or use a consultancy to help power an in-house solution. And if that’s not enough, they can select from myriad of management consultant firms, who all have very different offers. That’s a pretty appetising menu from clients to choose from, and for agency people to work for.
Commercially, this leads to better opportunities as well.
Shit agencies will always complain about their margins, but good ones are finding opportunities in an increasingly complex landscape. They have identified that smart business leaders understand competitive advantage, and find ways to deliver it. Be that in the better utilisation of data, automating process, creative innovation or smarter media planning. The truth is, you will always find clients who are prepared to pay well, if you are demonstrably better than everyone else.
Culturally, agencies have made giant strides in making sure they provide safe, diverse and enjoyable places to work. Training budgets are higher than in most industries, human resource capabilities are incredibly advanced and the number of women in senior roles is, thankfully, changing quickly. Six years ago, there were no female CEOs running large media agencies. Now we have Aimee Buchanan, Nickie Scriven, Sue Squillace, Fiona Johnston, Melissa Fein, Katie Rigg-Smith, and countless others breaking that once impenetrable glass ceiling. With all this happening, it’s no wonder agencies perform well in the ranking of top 100 places to work in Australia.
This isn’t to say we don’t have problems to overcome. Multi-national networks must redefine their purpose and operating model, creative agencies must better value their offer, media agencies must learn the true value of honesty, and we can all do more to lighten the workload of our junior staff members.
But these will all become easier if we quit the negative talk, and start talking up the incredible industry we work in.
Ian Perrin is chief accelerator of Speed
14 hour days. Yeah Ben, truly incredible. We’ve never had it so good.
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It is quite unusual. It’s similar in digital media. All very negative. Odd
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Absolutely right Ian. Unfortunately negative headlines get the clicks. I can support your POV absolutely. Our agency has gone from strength to strength the past few years and has been able to do so due to great clients and our amazing people (all of whom are – and remain – very positive about their jobs and our industry.). Maybe only unhappy people take the time to write op eds? Thanks for bucking that trend!
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Well said Ian
They didn’t put a man on the moon with that attitude.
I mean, everybody hurts sometimes but I’m not losing my religion.
You’ll always be the one I love.
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…but wait, Jon Holloway told me advertising was dead
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Its easier to be positive when you run your own agency….
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That’s a symptom of either your specific workplace, your inability to say no and stand up for your own capacity, or (sorry to say it) your own inability to get shit done in the time you should.
If it’s the former, look for somewhere else – I can tell you as someone who’s worked at agencies for 3 of the big 4 groups, it’s not universal. You’ll always have to work the occasional 14 hour day in this industry – nature of the beast, but if it’s more than once in a while then it’s time to change agencies.
Telling if it’s either of the latter is more difficult to identify and to fix. But if you’re the only one regularly staying back those hours that’s a pretty good sign. If it keeps happening no matter where you go, that’s another good sign.
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Spot-on [again] my friend.
Yes we’re in a period of transition, but it’s never been a better time to work in the industry [and I don’t run my own agency].
And always remember @BreakingPoint, if you are working 14 hour days there are plenty of other agencies in town. There will always by opportunities for ambitious people who want to create culture-shaping communications.
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Helping mothers return to work is something agency land is particularly shit at. Only the leaders can fix it. A few examples of where is working isn’t enough. Tackling it properly to drive real change and reform requires big thinking, the likes of which your average GM or leadership team is not doing to anywhere near the degree required. For an industry all about ideas and solving problems, the level of invention of innovation in this space is piss poor.
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I just had to give a lecture about the internet being art.
I forgot to do three slides
Instead I spent 20 minutes using this comments section as my best example. You are all beautiful, but ultimately horrible human beings, I hope you live full and happy lives outside of this comments section. Big hug okay.
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