The hard truth about change in advertising agencies
Agencies love change – at least in theory. But, as Helen Johnson, Tangram’s Australia-based managing director and partner, explains, actually implementing those changes is a different matter.
In my 20-odd years working with agencies, particularly in advertising and creative sectors, one thing stands out: agencies love change. The excitement of strategising, dreaming up big ideas, and envisioning a transformed future is palpable. But when it comes to actually implementing those changes—when it’s time to get down to the nuts and bolts – many fall flat.
Let’s be honest: agencies often underestimate how tough change is going to be. It’s easy to get swept up in the momentum of big ideas, but the real work begins when you have to execute them. And that’s where most agencies struggle.
Communication is key—but so is reality
I’ve seen so many agencies put together comprehensive communication plans, all ready to ‘take people on a journey’ through the change. But do they really understand the pushback they’ll face? How much resistance are they prepared to accept? Change isn’t just about motivation and positive messaging – it’s about facing the tough challenges head-on. If you’re not ready to deal with people resisting or outright refusing to adapt, then you’re not ready for change.
I don’t know what change programs Ms.Johnson has led, but I do know her observations are correct.
Ad agencies love any and every excuse they can muster to change things.
A new campaign. A new look and feel. A new brand narrative.
But, the one thing they won’t change is themselves.
Same old structures. Same old outputs. Same old love of awards.
And it’s not working.
Yet, even as agency head-counts are down, revenue is down, profit is down, wages are down – the ad industry doubles-down on promoting creativity, when all it really wants is to create great ads.
Sadly, that’s not enough anymore. And that’s why we need to change.
If only we could.
What’s ya gram and what change has the author led?
lots of words. I get it but lots of nothing
First, explain who and what Tangram is so that folks can understand where you’re coming from. I think that’s about advising agencies how to change, not advising agencies on advising clients how to change.
Second, are agencies really in the business of change? They are in the business of BAU marketing, last time I looked. Sure, when they win an account it’s all about change. But as soon as they are appointed it’s about setting the “new BAU” ASAP to minimise servicing on anything other than delivering BAU marketing.
As someone who sees ill-founded “this is a whole of business game changing brand platform” from ad agencies often, I can tell you that hiring an ad agency to be a change agent is a career-limiting idea.
If you want a change agent agency, you’re better off engaging a quality brand consultancy. At least they are used to dealing with periods of actual change in a business.