24 March 2009 VIEW on Advertising AGENCY OUTLOOK M any agencies operate just fine and produce terrific work by following the classic agency model: strategy is the turf of account planners and account directors, and execution is the domain of the creatives.And, to be honest, most account and creative people are just fine with this division of labor. How many times have we heard account executives say,“I’m not creative, but…”? Likewise, how many times have we seen creative people turn a defensive deaf ear to a good suggestion coming from the other side of the table? Well, it’s probably time to move past this model as more and more marketing partners (read: consultants) infringe on what used to be the domain of ad agencies, and as digital media continues to redefine what strategy and creativity really mean anyway. The type of people clients should be looking to ad agencies for are not necessarily those who are really strategic or really creative, but a healthy combination of the two strengths. The term “creative strategist” is starting to pop up more and more, and while this may not be an official title in many agencies right now, chances are there are plenty of people who could fulfill this role if one were to look. An UnDivision of Labor Walk into any agency that does good work and you’ll find that the creative people are just as strategic as the account people. That’s why they’re good creative people. It’s one thing to write a killer headline or design a beautiful ad; it’s another to solve a client’s marketing problem with that killer headline or beautiful ad. In fact, some of the more strate gic people I’ve run across in my career are at least one associate creative director, a few copywriters, and a digital guru who started in this business as an art director. I would label them creative strategists —people who bring both the thinking and the artistic talent to the table every time. The same goes for creativity in account people — and everyone within an ad agency, for that matter. If an ad agency’s reason for being is to produce great ideas, there’s really no good reason why creativity should be expected only from the creative department. Again, if I were to name some of the more creative people I’ve worked with, I’d include at least one product manager and a few account supervisors. Would I trust them to write copy or art direct a photo shoot? No. But are they the kind of people who generate and contribute ideas at every step of the advertising process? Yes. A Unified Approach to Creative and Strategy So how do you know if you work for or have hired an agen cy that takes a more unified approach to creativity and strategy? The following are a few indicators of what to look for: . Both account service and creative people are in strategy sessions. Account people and creative people approach problems from dif ferent viewpoints, which is a valuable dynamic in the strategic process. And perhaps because creative team members’ eyes start to glaze over after too many charts and graphs, they often have the gift of cutting to the chase and getting right to the heart of a brand’s challenge. . There’s a lot of collaboration. Advertising agencies that are focused on ideas know how to gen erate them quickly, so they tend to pull groups together for brain storming sessions, put multiple teams on big projects, and encourage a lot of back and forth with client teams on plans, creative briefs, and ideas. . Clients have access to the entire agency team. Though it can be more efficient to have just one agency contact for a client (usually within account services), agencies that actively build relationships between the client and the creative department under stand the value of the entire team getting to know the client’s business and working directly with them to solve problems. . The account services and creative people genuinely like each other. The stereotype is that an “us vs. them” attitude prevails, and in many agencies, this is the case. But in agencies where the creative and account services departments have a solid, respectful, and even fun working relationship, the thinking is bound to be better. The End Result: Smart Thinking As both agencies and clients evolve to keep up with changing markets, media, and business models, the one thing everyone needs is smart thinking — thinking that’s both strategically creative and creatively strategic. Breaking down the walls between strategy and creativity or account services and creative could be the first step to a more collaborative process and more powerful ideas. TOPIN & ASSOCIATES INC. is a health care marketing agency that specializes in strategic marketing for health care, medical, and pharmaceutical clients whose capabilities include innovative marketing, creative, production, multimedia, and Web development. For more information, visit topin.com. As both agencies and clients evolve to keep up with changing markets, media, and business models, the one thing everyone needs is smart thinking — thinking that’s both strategically creative and creatively strategic. Topin & Associates Inc. Wanted: a New Kind of Agency Person Abby Mansfield VP, Creative Director Focus. Focus. Focus. It takes boldness and balance to launch a new product or reposition a mature one. To maintain focus through unrelenting chaos in the marketplace and distracting internal demands. And the line between success and failure is as thin as a wire. At Topin & Associates, we follow a proprietary process we call PepperLogic^TM to ignite the performance of our clients’ brands. PepperLogic^TM blends creativity and strategic insight to produce great ideas that build business with impact. PepperLogic^TM also defines the way we work with our clients—with authenticity and inspiration, and without taking ourselves too seriously. With Topin, your brand will be created, developed, and launched on its trajectory. The safety net? We’re with you every step of the way. Interested in accomplishing your own feats of daring? Contact Al Topin at 312.645.0100 or

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