The MCCA Blog

Marketing Agencies - Scientists or Artists? By Scott Knox, Managing Director of the MCCA (part 2)

Scott Knox — Fri, 30 Oct 2009 12:52:00 GMT

Why marketing departments need the artists as well as the scientists

The rigour and red tape of the client’s marketing department are suffocating creativity.

Creative teams become more and more frustrated and brands are missing the opportunity to really engage their customers. You only have to look at the rapid rise of social media to see that people are looking to be engaged in an interesting and personal way.

Brands should be looking at the unique channels of communication, whether this comes in the form of a competition to be a caretaker on a tropical island (Tourism Queensland) or releasing a record to promote your fair trade credentials (Cadbury’s).

Consumers have been subjected to months of depressing headlines and those heavily affected by the economic climate are looking to escape the doom and gloom. Coming out of the recession in the early eighties we had shows like Dynasty, brands and seized this aspirational mood and delivered grand, worldwide campaigns.

Coming out of this recession we have the ever popular reality TV phenomenon. Year after year I’m amazed at the popularity of Strictly Come Dancing and The X Factor - surely brands can make more of this reality TV trend? Of course there is some great work out there, what I’m trying to say is that there isn’t enough. While the scientists with their systems and processes will always be vital for running any successful business, the artists need to come back fighting too.

Agencies need to keep pushing back on their clients and doing everything they can to get their clients to buy that work… the work that was showcased at last month’s event. Clients should seize this recession and use it as a springboard to inspire their consumers with some mould-breaking creative.

Marketing Agencies - Scientists or Artists? By Scott Knox, Managing Director of the MCCA (part 1)

Scott Knox — Wed, 28 Oct 2009 12:42:00 GMT

We recently ran an event entitled “Marketing Agencies - Scientists or Artists?” which looked at a selection of case studies of brilliant marketing ideas created for top UK brands that were never commissioned, and discussed why these and other projects didn’t see the light of day.

It can be frustrating for an agency that’s confident they’ve nailed the brief to be knocked back. So the event looked at why this happens. Is it because clients are playing it too safe? Or is it in fact, that marketing agencies are not doing a good enough job of selling their ideas? I’ve talked in the past about the fact that a recession is the ideal time for creativity to prosper. We’ve got some brilliant creative in the UK so it is frankly infuriating that some brands are turning out some of the most, what I like to call ‘magnolia and westlife’ marketing I’ve seen in years. By this I mean bland. Very, very bland.

Take a brand like Gillette. A brand that has money to spend on marketing. Why oh why do they decide to churn out the same old clichéd ads year after year. Surely the image of David Beckham sweeping his hand over his freshly shaved face is going to be more effective for women than it will for men? Why can’t Gillette make the leap and do some creative marketing? Rewind 10 years – did we think Lynx could ever produce brilliant ads? Probably not. But they did and I’d bet my right arm that blokes like to see gorgeous women on the screen rather than millionaire sports men smiling back smugly at them.

How creatively uninhibited are you?

Scott Knox — Fri, 11 Sep 2009 14:17:00 GMT

Have you produced a campaign that defies boundaries and illustrates uninhibited and innovative thinking? If the answer’s yes and you think you’re the best, prove it by entering The Best Awards.... Many of you will have seen our call for entries by now, and will perhaps have been a little surprised? Cember Knights of Pulse Group and Hugh Robertson of RPM without any clothes on can have that effect. Both previous Best Award winners, they have formed part of the campaign that is conveying the message that this year’s Best Awards is looking for creative work that is uninhibited, unrestrictive and shows unbound thinking. It’s not just best in class we are looking for, it’s the absolute best.

The deadline for the awards is the 1^st October and all the entries will be judged by two panels of some of the most creatively uninhibited minds in the Marketing industry.

The client judging panel headed up by Marc Michaels, Director of Direct and Relationship Marketing, COI and the creative judging panel chaired by John Treacy, Creative Director at Elvis Communications. The shortlist will be announced on the 18^th January with the awards ceremony on the 4^th March. History has shown us that creativity thrives during an economic recession, and we believe this recession is no different from any other. For the marketing industry, it’s made us work harder for our clients to deliver impactful and genuinely effective and creative work. We need to celebrate this. This is why we are seeking the Best campaigns from the Best agencies that are pioneering new solutions and pushing the boundaries of creativity.

Find all the info you need at www.bestawards.co.uk. Good luck!

Aiming for digital excellence not just digital basics

Scott Knox — Tue, 30 Jun 2009 14:16:00 GMT

I absolutely agree with Spencer’s points raised in the previous post on The MCCA blog. Digital Britain didn’t go far enough. Whilst it is clearly important to have a good level of digital coverage across the country, there is also a case to be made for the government to consider the other end of the spectrum – those working on the future of the internet.

Why wasn’t there input from the people at the cutting edge of digital? If we really want to call Britain a creative and digital hub surely we need to be examining the issues in more depth. How should we being using the net and what can the government do to support those working to create the future technology and online advances?

There is a fundamental question to be asked a centre all this – What role does and will digital play in the UK? When we take a look around yes we may have better coverage than many countries but are we really making the most of the technology available? Korea is a prime example of a country that is embracing digital – those creating online games become top celebrities and people are increasingly accessing online only videos and content. But it remains to be seen whether English culture will ever become this digital focused.

Whatever form it takes, it’s undeniable that digital businesses are an important and growing part of the UK economy. So I want to see a Digital Britain report that looks at the people creating digital excellence; the pioneers and drivers in this area. The individuals who are showing businesses, brands, communities and government how to really make the most of digital and push us towards the web 3.0 world.

Spencer Gallagher on why Digital Britain didn't do enough to impress

Scott Knox — Fri, 26 Jun 2009 16:27:00 GMT

Spencer Gallagher, MCCA Board member and Managing Director of Bluhalo:
Digital Britain was touted as ‘a comprehensive look at the country’s media and communication landscape’, but my impression is that it lacks ambition, and is simply a case of too little, too late.

One key focus is to provide universal broadband access with a 2Mb connection speed by 2012. However, if 50% of Japan's population already has access to fibre optic broadband, giving connections of up to 100Mb, surely we should be expecting something a lot faster than 2Mb three full years from now?? We are currently rated seventh in the world in terms of internet access, however if the UK is to even start to compete with other nations, we need to be thinking bigger and setting bolder targets for ourselves.

I also have concerns that the report has not done enough to address the important area of digital education. With the continued demand for digital talent across all types of businesses, I just didn't feel there was enough substance and conviction given to tackling the current and growing skills shortage in the digital industry. I would like to see more collaboration between the Department for Education and digital agencies themselves to develop relevant and commercially applicable courses for both students and individuals that wish to retrain.

Lets be realistic not pessimistic

Scott Knox — Wed, 10 Jun 2009 16:11:00 GMT

There’s been a lot of discussion recently about the agencies that are most exposed in the current climate – from Publicis’ relationship with GM to predictions of the “David vs Goliath” variety. Unsurprisingly our members want to know where we stand on this. Do we think medium-sized agencies are particularly vulnerable? Do we think that certain agencies are earmarked for failure? For the record, the answers are ‘no’ and ‘no’, but the real question from my perspective is “why are we having these conversations in the first place?”

Much has been made of the frenzy speculation around a topic can whip up, particularly when it comes to the economy and all that it touches. Our industry is no different from any other – we shouldn’t assume that this kind of chatter just vanishes into the ether. No, not by a long shot. Long after these comments are made, procurement people remember them and put black marks by agency names, clients make assumptions that could inform agency selections for months to come, and the industry’s most exciting talent make decisions on their next career move accordingly.

Let’s make no bones about it. Agencies are always vulnerable, by nature of the fact that they are entrepreneurial business whose only real assets are people and only real products are ideas. That is true, whatever the weather. Similarly, medium-sized businesses in any industry are always at a key stage in development where owners must take time out from growth to implement the right structures and processes, and many are swept up by new owners, of course. What we are seeing now are extraordinary times where all businesses are coming under pressure, and the sad fact is that some won’t survive, but this is true of any business, any agency, any sector and any discipline.

The MCCA has a duty to be realistic about the challenges facing the industry, so don’t mistake my comments for those of someone too attached to their rose-tinted glasses. We know that at times the outlook is bleak, but let’s not talk down great swathes of our industry. Let’s accept that these are challenging times for everyone and supporting marketing, and its many forms, as a whole should be top of the To Do list for each and every one of us.

Mike Spicer on the lost generations’ impact on your marketing agency

Scott Knox — Mon, 01 Jun 2009 09:45:00 GMT

Mike Spicer, Chairman, The MCCA and Managing Director of EHS Brann:
The Charted Institute Personnel and Development (CIPD) put out a report last week which found that the majority of employers are not planning to take any graduates on this year. I find this extremely concerning. From the CIPD’s perspective the report examined the issues surrounding the fate of the so called ‘Lost generation’- suggesting it could permanently affect the ability of this group to get jobs in the future. But any owner/managers in business at the moment should also be aware that these cuts in recruitment now will not just impact on those who find themselves looking for work, but will also seriously affect your business in the future as it creates a skills gap in years to come.

In the marketing industry we’ve already seen this happen with the last recession in the 1980s. This led to deficits in talented senior staff and many agencies found themselves paying through the nose to get their hands on the top individuals they needed to build and develop their companies.

Whilst I appreciate that the current climate is putting pressure on agencies across virtually every sector within marketing, I would urge caution when it comes to scrapping new recruits altogether. Recruiting fresh talent doesn’t have to be expensive; with internships, government schemes and trade bodies all there to make it easier. Specifically we (at the MCCA) run a graduate recruitment scheme, which takes away the hassle factor of getting good recruits through the door and we can also help out from a training perspective, to ensure your fresh talent grows the way you want them to.

Writing off generation Y this year may help reduce costs now, but ultimately you will end up paying more in the long run. Marketing agencies who spurn junior recruitment also miss out on the opportunity to shape keen workers according to your agency culture and principle, without having to fight against old habits learned from other companies.

“This Will Be A Marketing-Led Recovery” Marketing debate in the House of Commons

Scott Knox — Tue, 05 May 2009 16:32:00 GMT

Marketing will save us all. There, I’ve said it. I’ve said what we’ve all been skirting around for ages. And why not? Whilst the financial sector crumbles around us, that former stalwart of economic stability, why not suggest that the hellish doom-mongering and endless bemoaning be brought to a close by the marketing industry? We have seen bright and brilliant work produced since the UK officially entered recession in January, work produced by some of the finest agencies in the world. Despite the economic outlook, brands like comparethemarket.com and T-Mobile are reaping the benefits of staying front of mind when everyone else is shirking from the spotlight. These brands are operating like the most nimble businesses in existence, acknowledging that once you strip back all of your operating costs, if you don’t invest in going to market, you are effectively sitting still. And of course, when the relationship between brand and consumer is so fragile, it is arguably the marketing sector that is best placed to reframe and refresh the dynamic.

So where do you stand? Should we be encouraging consumers to consume, when arguably the desire to do just that is what got us into this mess in the first place? Can marketing agencies really turn the tide of consumer sentiment? Does our industry have the clout to push through those first green shoots?

I don’t have all the answers, but I believe so strongly in the importance of the questions that I’ll be in the House of Commons next Monday to watch the first MCCA-sponsored debate to discuss the motion “This Will Be A Marketing-Led Recovery”. The Debating Group, since 1975, has been arranging debates at The House with the aim of raising marketing industry issues with MPs in an informative and interesting way. Chaired by Baroness Brenda Dean, with Mark Choueke and Professor Robert Shaw arguing for the motion and Justine Greening MP and Martin Weale, Director, National Institute of Economic & Social Research arguing against.

When recovery comes, as it must, don’t be surprised if it is delivered by the clients and agencies turning out the work of their lives as we speak.

Take a stand - Protect your pitches

Scott Knox — Wed, 29 Apr 2009 12:05:00 GMT

I’ve watched over the last few weeks as various high profile people in the PR industry (including PRCA Director, Francis Ingham) have debated the problem of pitch protection in the press. While I applaud them for raising this serious issue, it’s been frustrating to see the lack of coverage on how to address this concern.

Actually the problem of “thought theft” is nothing new. Marketing agencies across the board have been facing this dilemma for years. But for PR which increasingly involves more dynamic, thought-led projects, this seems to be a growing issue.

So in response to that here is The MCCA’s answer. The real problem when dealing with so called “thought theft” is how to protect an idea. Unlike those working in design or creative writing who can copyright the product of their labours, there is no copyright in the idea itself. But there are other ways to ensure you’ve covered your ideas. At the MCCA we offer our members a pitch protection service in conjunction with legal specialists K&L Gates. Using confidentiality laws we are able to give our members additional comfort that the ideas they present are subject to standard non-disclosure rules.

We’ve been running this service for six years, so it has been my pleasure to see many agencies benefit from using it. We’ve found that often just the awareness that the pitch has been through the system acts as a deterrent. Even better some members have suggested that the pitch protection actually helps them to win pitches, as the clients think they must have some impressive ideas if they’ve taken the time to protect them.

Pitches take a tremendous amount of unpaid work to put together, for better or worse that is an accepted part of the industry, however “thought theft” should not be.

Mike Spicer: Why creative industries deserve a pat on the back

Scott Knox — Fri, 17 Apr 2009 15:05:00 GMT

Guest blogger Mike Spicer, Chairman of the MCCA and Group Managing Director of EHS Brann:

Over the past few weeks I’ve read a couple of articles that have got me thinking about our industry, and not in a ‘we’re all doomed’ way either. The first was The Sunday Times Top 100, and the second was Claire Billing’s recent article in the Media Guardian on the ad industry’s role in the UK’s economic recovery.

With so many agencies in the Top 100, and the industry heralded as the ‘rescuer of the British economy’ it’s clear that creative industries are stepping up to the mark again, in spite of the recession. Remember that this isn’t the first time this has happened – think back to the ‘Cool Britannia’ era in the late 1990’s, with Blair having tea and a chat with Oasis. That was as we were coming out of the 1990-91 downturn and I saw the same optimism and dynamism then as I’m starting to see appear again in the industry again now.

In my opinion, this just goes to show that in a recession people look for different and more innovative ways of doing things, so they look to the creative industry for inspiration. We have the potential, perhaps more than any other industry to be dynamic and inventive, and pioneer modern thinking across the board. During the good times, people get too caught up in making money, creative industries included, and some of the creative soul and flair disappears.

The way I see it, a recession is a catalyst for change; an exciting time which we should be embracing rather than running scared of. Yes, there will be losers. There always are and for a good reason. The agencies that survive will be the ones that aren’t pampered by old models and can react to the economic climate in new ways that exceed client expectations.

Speculation about which marketing discipline will do the best misses the point. I don’t think we’ll really see one discipline eclipse another. Rather it is those that haven’t prepared that will struggle. To be honest I’m tired of the constant doom-mongering in this industry, the negativity in the face of suggestions that actually, we are playing a key role in saving the British economy. Why can’t we talk our industry up, and give ourselves a pat on the back for once?

Hey big spender

Scott Knox — Tue, 07 Apr 2009 10:59:00 GMT

It was interesting to see the recent research which highlights that the COI's media spend is continuing to rise, meaning it is edging ever closer to a return to being the UK’s biggest marketing spender. It seems like almost every area of marketing is due to get a slice of the pie (except outdoor). While government projects may be exciting to pitch, win and create; it also comes with having to work as part of a multi agency team.

This is fine in theory, but in reality these arrangements are not always as simple as they should be. I’ve often found multi-agency modeling goes wrong when the client isn’t able to manage all the different companies involved well. When clients know what they want, have a clear strategy and are open with all parties about remunerations, then it is up to each agency to make these arrangements work and deliver their part.

The problems start when clients don’t do this or even fail to communicate exactly how they are dividing the work up. Understandably, when this happens all the agencies involved will push for a bigger slice of the project pie. What is important is that the project has strong direction and guidance to prevent any possible dispute. COI is well used to dividing its huge budget across a number of agencies but other brands may be more likely to encounter issues with multi agency modeling.

At the MCCA we always advise our member agencies to show the way by acting professionally but at the same time tackling any problems head on. The reality is that so much is about multiple channels and multiple suppliers. So clients must develop their skills or even retrain to deliver the best possible brand communication with multiple partners involved.

Helping your clients get the most from their digital marketing

Scott Knox — Thu, 12 Mar 2009 10:28:00 GMT

Debbie Morrison, MCCA board member and Director of Consultancy & Best Practice at ISBA:

The results of another survey out this week apparently proved that client marketers don’t understand how to use social networking, and that’s why they’re not investing in it. To be frank, the stat that 41% of marketers cite lack of understanding as the chief barrier is no surprise, nor is it limited to social networking. Through my work with ISBA, and with the MCCA, it has become clear that actually, clients need clarity on most aspects of the vast, varied discipline we have umbrella-termed as ‘digital’.

Digital is not another straightforward single channel that should slot in alongside ‘TV’, ‘Direct’ or ‘sales promotion’. Rather, it is a whole world of new ideas, channels, portals and technological development possibilities that have very different uses and audiences and potentially sit within all the traditional routes outlined above. And, arguably, the people who are best placed to navigate this now well-established but still misunderstood territory are those at the agencies themselves, those responsible for development of the client communications strategy.

Is it the responsibility of clients to go and swot up on digital so they know how to buy it? Of course not solely, it’s a joint responsibility. Agencies, speak to your clients. Educate them. Your clients don’t want to hear ‘you should be doing digital’, they want to know why a blog, or a new site, or social networking, or viral activity is right for their brand. And if it is right, how do they cost it, measure it, integrate it? These surveys will continue to turn out similar stats until the people championing the medium embrace the responsibility of communicating it deep into their client base.

A worrying idea: extended payment terms

Scott Knox — Tue, 10 Mar 2009 10:10:00 GMT

A worrying idea has been circulating this week; that big companies can use their weight to put pressure on their marketing suppliers to extend the payment terms. This is both unfair and unrealistic for the majority of marketing agencies. If you went to a shop or a restaurant you would not be allowed to get away with saying: “I’m a regular customer, let me pay later on”. So big brands must work with their marketing supplier to do everything they can to pay them on time.

No one can deny that brands, particularly in exposed sectors such as finance, automotive and retail are having a tough time of it, so it’s understandable that they are looking to cut costs. However targeting the marketing supplier will not help their cause. The idea that the pressure on them can be moved onto their suppliers will end up with those who market them and arguably are responsible for attracting their customers, going bust.

Meanwhile marketing agencies have their own pressures with budgets being cut, clients demanding more and radical shifts in the media landscape. Further to this agencies have a responsibility to their clients, employees and their own suppliers to keep on top of their finances. So brands must stop and recognise that agencies are businesses in their own right.

Unfortunately I think many agencies will find themselves facing these kinds of disagreements over the next year. My advice to them, if a dispute with a client does arise is deal with the problem head on. And remember there are plenty of resources you can use to help, including the trade bodies that are there to defend and support you.

So, you wanted to be a marketing consultant?

Scott Knox — Wed, 28 Jan 2009 15:31:00 GMT

You didn’t think it would all be awards bashes, cash for creativity and wacky offices did you? Take yourself back to when you first decided a career in marketing was for you, and cast your mind back to the reasons why.

I bet it wasn’t to work on really safe briefs for really safe clients on brands that would fly off the shelves regardless of the tosh your agency turned out.

No most people go into marketing because they’re spurred on by the challenge of closing the gap between brand and consumer. They’re excited by finding that big idea that can make a brand exciting, memorable and valuable. It’s all about the thrill of the chase. You wanted problems, briefs, hurdles. You were hungry for them.

But what now? Your clients aren’t quite so forthcoming with the blue-sky budgets, if you want them to go out on a limb you have to drag them there and everyone around you is tightening the purse strings.

Well, this is where the fun starts. You wanted to be a marketing consultant. Get out there and consult. Your clients need you now more than ever. When the light appears at the end of the economic tunnel, do you want to be the agency that withered and died because they were scared, or do you want to be reaping the benefits because you worked with clients to nail their challenges?

By challenges, I don’t mean ‘drive store footfall by 50%’. I mean ‘make my boss so chuffed with my newest campaign that I become indispensable’, ‘find a way to produce a £3m campaign for £600,000’, and even ‘Please, god, just give me the answer so I can report it at the next board meeting’.

Of course it will be tough. But that’s what you’re there for – to solve problems. Get out there. Consult. Be the agency that grabbed the bull by the horns whilst everyone else was moaning about stroppy clients, long hours and the lack of biscuits in meeting rooms. Live to tell the tale.