In March, CEO jwt Tamara Ingram wrote to all staff a note to announce that she and other leaders were “rethinking the future” the world’s oldest advertising Agency. Its key conclusion: in the future will not include major global creative Director Matt Eastwood, or someone else holds that title.
Every day brings new reports of house brands in the home stores, creative account wins shy of leading experts of the following of Apple tor Myhren on the client side. But there can be no more a symbol of the intense pressures now facing such “traditional” bodies than a debate on the relevance of one work the most unique in the advertising industry.
In short, agencies, especially those who belonged to groups trying to justify the salaries of their most notable talents.
One Agency Exec, who spoke with Adweek on condition of anonymity, said, “You’ll see the pain points, whether it’s global commercial Director, head of analytical Department of the managing Director or senior roles, which represent a lot of money and basically paid will get questioned more and more.”
Memo Ingram told staff that creativity remains at the core, but exceptions installation allows jwt to be “more flexible”, as creativity is now a “joint work.”
But some heard a death sentence for the leader of the organization, which, according to Joan, co-founder and commercial Director of James Robinson, “floating around, shakes hands, kisses babies and judges the awards ceremony”.
“I predict external SSO will become a relic of the past.”Jonathan Mildenhall, Airbnb, former SMO Executive and tbwa
“The truth is that the most creative and interesting brands in the world now have strong creative teams,” said former CMO at Airbnb and tbwa Director Jonathan Mildenhall, who currently serves as a Director of commercial TwentyFirstCenturyBrand. He cited Adidas, like Spotify, Chobani and others, adding, “I predict external SSO will become a relic of the past.”
According to a former Executive of PepsiCo and Ogilvy brad Jakeman, this transition represents a new wave of CMOS that don’t fit the “MBA-marketing” is a stereotype. “They have their own business card holders, producers, writers, Directors and art Directors”, – he said, arguing that this knowledge makes agencies and their operations is less urgent.
Recruiters also witnessed this change, as rising stars who might one day be, the Agency is preferred in positions in such companies as the Square, Casper, blue apron, or even Facebook, said Tim young, Executive consulting at SYPartners.
It is not surprising that many managers do not agree with these gloomy forecasts, but the role has clearly changed.
“Thirty years ago [global CCO] was a way to give people jobs, but to give a new generation of creative leaders some autonomy,” said Susan Credle, who now holds the title to the FCB. “He then shifted: it was all about the accumulation of awards.”
In other words, many creatives to grow further removed from the act of creation, as they climb the ladder industry. Some of the more well-known as the “leaders”.
Ogilvy & Mazer worldwide CCO Tham Khai Meng argued that the work should be overridden if this is the case. “We are talking about work. Nothing else matter” he said, stating that the operations that bring attention to that work will help attract talent and win new business, and ultimately ensure the profitability of the network.
Most stores, however, are headed by managers with experience in Finance. And former WEC lasting legacy chief Martin Sorrell may be a separation of creative and media, thereby “belittling creative agencies”, even as he urged them to apply for more awards.
“You want to have leaders who are the product of people and in our business the product of creativity,” said the newly installed Agency publicis Group’s global CCO Nick law, who doubted that the Sorrell-style CEO could be “it is better to look at the whole picture” than someone like Dan Wieden or David Droga.
This lack of “product people” – said the law means that many now allow SSO to waste time on “polishing craft, which can be from any Agency” and not on developing and promoting a vision suitable to refer to their own companies.
“Genuine global CCO needs to be a cultural heroine of the Agency worldwide,” said Nils Leonard, the founder of a rarity in London. Former chief creative at grey Europe, added this person should ideally be “the best and most inspiring example of what the Agency about what they believe and how they work”.
Leonard argued that any decrease in the magnitude of operations is a side effect “bloated and often broken networks.” But every head of the Agency who participated in this story agreed on one point: the industry as a whole has a shortage of people to showcase and protect the work as a business.
“Creative people will go to where the creative people. That’s why you still need the global CCO,” TEM said. “In fact, we need them now more than ever.”
Click for more from this issue, this story first appeared in the 21 may 2018 issue of the magazine Adweek. Click here to sign up.