Like the sun will rise in the morning advertising has at last woken up to something that was said by myself and Sam, oh, some 4 years ago.
This was that the current working model of AD and CW as creative teams is a bit pony these days and that teams of a creative and a planner is a certain way to getting better solutions. Both are required to be seasoned and by that I don’t mean the old school ivory tower kind of creatives and I don’t mean the planners that will spend lots of time making sure everyone is aware of how considered they are. No sir.
The creatives I’m talking about are young enough to have grown up with digital being integral to how they see communication and old enough to be able to stand up and defend work in the face of a client that they are passionate about.
The planners…..well….are pretty much the same but where they come in isn’t to over complicate and confuse the beautiful mind that sits of opposite them but to make their life easier. It is their role to paint the picture of what’s going on in market, in sector, in segment and in target. This doesn’t mean massive charts and graphs, this means a chat. This means having a crazy wealth of knowledge on the topic that when asked by the creative it pours like Sangria in Magaluf.
This isn’t to say that the planner is the total and utter gimp of the creative. Far from it. They are a crucial part of the stimulus which gets to the idea. What I am saying is that we trade on creative ideas we don’t trade on bureaucracy, schmoozing and doing exactly what we are told. That leads us down the dark path of mediocrity which surprise surprise many large clumsy networks are in. It’s only a matter of time before these clumsy dinosaurs are exposed for their total lack of creativity and that no amount of regular lunches will save them from their inadequacies.
So in comes the dawn of a new shape of agency. It isn’t digital screaming how traditional has it all wrong and is so out of touch with its one way dialog. It isn’t a creative team locked away in an office with a closed door, waiting for someone to walk in so they can throw their one award at them from 1999 ‘pfft, don’t they know we’re THINKING’. It isn’t the standard start of TV when planning integration.
It is a meeting of two minds, both colourful, both commercial, both rebellious the only differing bit is that one prefers to be called a creative and one prefers to be called a planner. One has spent more time mocking up their ideas into visual manifestations and one has spent more time mocking up their ideas as evidenced stories.
This creative force will of course out manoeuvre any traditional setup. That and the old structure is fucking dull and limited. The problem though is that this model can’t be just ‘imposed’. Because it is quite free it can’t exist in the larger nertworks, they would just ruin its purity anyway with process. Nope, this needs to be the culture of a small agency, it needs to be integrated slowly because the importance of the two that make up the team is ridiculously crucial. You can’t just nip down to Watford and pick these people off the shelf, they need to be discovered having wanted to work like this, have already thought like this, have tried it out maybe.
So, there you go, another structure rant over, next will be about how you go about getting the ball rolling on it. I’ll wait until I’ve caught my breath before I start on that one.
p.s. This model was the topic of my dissertation (written June 2004) and that the structure of ad agencies needs to change. If you want a copy let me know and I’ll be happy to send it