We are witnessing one of the great migrations. Art directors and copywriters, like Sandhill Cranes, are in flight. Their destination? Client-side opportunities.
“A lot of people right now are intrigued by being closer to the core business and being much more effective,” says agency producer Jenny Gadd, who joined Airbnb last fall. According to Ad Age, she’s one of many on the path to better.
Alec Brownstein, who had worked at a number of agencies before landing in-house at Dollar Shave Club, where he’s executive creative director, says when he first arrived, it was culture shock: “Agencies are structured to coddle creatives—the precious creative, creative is king. That’s the right way to be when you’re in a creative ad agency, but when you’re one of few creative guys at a brand, people don’t share that sentiment.”
Gadd and Brownstein both reveal what’s ailing the agency business. Gadd points out how distant agency teams are from the core business problems they are hired to solve. Brownstein exposes the vanity within.
Preciousness is never good in business, or anywhere else. Instead of coddling delicate “creatives,” I believe sending them to an agency boot camp would serve both the individuals and the industry.
Five Factors That Favor the Client-Side Today
- Greater Access to Decision Makers
- Ability To Align Personal Values with Your Employer’s
- The New Path To Better Work
It can be difficult for client-side marketers to trust their agency partners, and vice-versa. By working on the same team, the opportunity presents itself daily to learn from one another, and pave the way for greater empathy and a deeper understanding of the customer’s needs.
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