Introducing the ad agency that’s changing what it means to be an ad agency.
First of all, we love advertising. Can’t imagine doing anything else. But we have been in this business for awhile, and lately it just seems like ad agencies could be working a little better.
Understanding business objectives, connecting them to a marketing strategy that inspires thought-provoking creative and getting that work in front of the people that need to see it. That’s how we get people to feel something about a product or service; that’s how behavior changes; and it’s how we make an impact on a business. That’s what the whole ad industry is supposed to be about, right?
So we’re building that agency.
The kind of ad agency that made us want to work in this industry in the first place. Where talented people with different ideas, information and opinions collaborate on, wrestle with, fight about, get frustrated by, mull over, get inspired by, and then actually solve, marketing problems.
To be clear, this isn’t anything new. At least it shouldn’t be. It’s the mission the ad agency business was built on. It’s just doesn’t seem to be what most agencies are actually doing.
As we make our better version of an ad agency, we’re re-examining some of the fundamental principles of how an agency creates value for its clients, and where time and money get wasted. (Spoiler alert: Lots of places!)
For starters, we’re changing up the default idea-generating team in an agency.
When making print ads was the challenge du jour, art and copy made sense. But not any more. So instead of copywriters and art directors, we’re pairing up strategy and creative. The goal is to have a team that brings two complementary perspectives to every step of the process.
From the strategy side, this means understanding how to translate a business plan to a marketing strategy that isn’t simply “increase sales.” Assigning objectives to marketing that (1) can actually be achieved and (2) make sense to a CEO who’s allocating capital based on ROI, not “likes.”
Involving the creative point of view from the outset means that we’re not just making powerpoint presentations. Instead, we always have our eye on the deliverable that matters most: The things actual people see, hear and experience. Will it be something they’ll actually look at? Do we think it will change their minds? Can it change their behavior?
The strategy and creative disciplines weren’t meant to exist as a tag team, where one skillset hands off to the other in a perfunctory briefing that may or may not influence the final product. They’re meant to work together.
And now they do.
We call it Kickdrum Strategy & Creative, and we couldn’t be more excited to tell you all about it.
If you’d like to talk more or just debate the future of marketing, reach out. We’d love to hear from you.