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to appear too flamboyant .
“ Ultimately , we ’ re in the events industry . As agencies , we want to put on something effective , whether that ’ s to be impressive , or showy , or exciting , or whatever the right tone is . But we ’ re all in it to do something interesting .”
But there are solutions to the budget question . For Andrew Perrott , managing director , Chorus , it ’ s all about the core strength of the idea that an agency ’ s creative team is bringing to the table .
He said : “ If budget is a challenge , that doesn ’ t necessarily need to dilute the idea , because the idea exists in so many different guises . Our briefs used to be about a big production , whereas now it ’ s about an integrated campaign . I think if you ’ re staying true to an idea , it shouldn ’ t necessarily need a massive investment .”
Peter Trapnell , creative director , TRO , echoed this idea-centric way of thinking , but also focused on how this can streamline the time investment from the agency side , making the creative process more cost-effective . He said : “ I think currently we are working with an ideas-first strategy , which means that we don ’ t invest early in design time , visuals , all that kind of stuff .
“ Early on in a pitch process , we might go in with just the idea , we have got our strategy , our data and the idea . So that a pitch might not absorb so much time within the business so that we can be focusing on the other work .”
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“ I think we ' re a lot more cognizant of how the creative and the commercial reflect each other . We tend to look at it , rather than just what the brief is , but actually what the brief could become if we look at it as a longer-term solution .”
– Dan Colborne , creative director ,
Identity
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solution to a client ’ s stated goals .
For Colborne , this all ties into the economics of an event and how agencies are increasingly becoming more influential in clients ’ overall strategies . He said : “ We ’ re in a commercial world , right ? So , we have to push boundaries within the understanding of where budgets are . We ’ re not like agencies of the
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past , I think we ’ re a lot more cognizant of how the creative and the commercial reflect each other . We tend to look at it , rather than just what the brief is , but actually what the brief could become if we look at it as a longer-term solution .”
Colborne ’ s fellow Identity creative , Robert Andersen , creative
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A changing role A theme that constantly came up in my conversations with the creative leads of agencies , was the changing definition of creativity . Far from being restricted to a design-led pitch , it ’ s now much more about creative problem-solving and reaching a |