Monday, October 4, 2010

Why well-integrated talent/teams produce well-integrated media campaigns

In pre-digital days many ad agencies operated like talent fiefdoms. Agencies where often branded “creative,” "media," or “account-driven,” depending on who was in power.
Today everyone on an account team, whether creative or analytic, has skin in the digital game, requiring agencies to do a better job aligning their talent pools.
Collaboration may be the new reality, but that doesn’t mean it’s easily achieved. As Steve Kerho, SVP, Analytics, Media and Marketing Optimization at Organic, Inc., recently posted on Fast Company's blog, seamless teamwork demands strong leadership from senior managers who foster cross-pollination by making it clear that everyone succeeds or fails together.

The fact is, no agency working in the digital space nowadays can afford the old creative vs. analytics mentality.  Technology, properly used and shared, will unify talent, make agencies stronger, and empower innovation.

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