What the creative industry can learn from the tech industry
The tech companies are eating our lunch, as client partners divert more spend away from agencies into the media platforms. The creative industry can learn a lot from how tech companies operate to not only retain our talent but also our client partners, writes Luke Martin, ECD, 72andSunny ANZ.
There are two types of tech companies, hardware and software. Having worked inside both, (I spent eight years working inside Apple and Facebook in the US) I believe that we have traditionally aligned our industry with the way hardware companies operate but, to thrive in the modern world, we must emulate the culture and ways of working of software companies.
The way our industry has traditionally approached creativity is like a hardware company
The legacy process, cultures and behaviours of our industry remind me a lot of working at Apple.
The linear process – with different specialists building their part of the product, then passing it along, perfected, to the next part of the assembly line. Strategy to creative to production. Each team, individually accountable.
Couldn’t agree more, Luke. Having worked both sides of the street (creative agencies & tech platform) and with both today, I see this each and every day. A transparent, ‘always building’ mindset is essential to a modern creative company.