Sphere ad: lambasts big siloed agencies
A Melbourne ad agency has launched a campaign to promote itself to clients.
The Sphere Agency has used online video, e-direct marketing and a microsite to push its integrated credentials to medium-sized advertisers with a budget of between $2m and $10m.
The 10-year old agency is also pushing its ‘Everything you want, nothing you expect’ slogan.
An online video uses the analogy of a rock band to show how integration should work, with the line ‘Get your communications working harmoniously.”
The agency’s MD Michael Abdul, said: “It’s just common sense: nothing beats having research, strategy, creative, digital, media, experiential and PR all working on the same team, under the one roof, with one bottom line. There’s no politics – everyone’s working towards the one goal. You don’t get that when you employ multiple agencies for your communications. Instead you have multiple agencies all trying to cover their own overhead and make their own profit.
“That’s fine for the really big brands that can afford it, but if you’ve got a budget in the $2m-$10m range, you could find too much of that budget is just going to your agencies’ fees rather than being pumped into your campaigns. It’s a compromised system and one that naturally results in agencies pushing their own agendas rather than doing what is right to meet the communications objectives.
The Sphere Agency has around 20 staff and clients including Interflora, Bosch, Adriatic Furniture and Genesis. It made a name for itself through its tactical advertising work for Nando’s, a client it parted ways with about a year ago.
Abdul added: “The single biggest structural change in our business, separating media, has resulted in clients being denied what they really want – full and proper integration. Now, more than ever, to get the most out of your campaign budget, media has to be involved from the start and throughout the process. To manage a budget to ensure maximum exposure, all parties must work hand in hand. At Sphere we do this daily. Our development process naturally ensures all our disciplines and clients have an equal voice in the initial strategic direction of our campaigns.”
“By having a full service, integrated offering, we can ensure every single discipline is focused on making the big idea work to its maximum potential. It’s the only way you’ll ever get truly integrated ideas and cost-effective results. In these tough times it’s more important than ever to have everyone working harmoniously together.”