Top ad execs tell us what they really love – and how the things they love make their agencies worth loving (or at least liking).
“If you want to get to know someone, find out what makes them angry.”
So says an old saying. But we’re revealed as much by what we love as what we hate. So, as The Drum celebrates its Summer of Agency Love, we issued an open invite to agency execs: Tell us what your agency truly loves – whether that be a mascot, a philosophy, or – as one shop below declares – “sex, drugs and ROI.”
What results might just be the best way of learning what genuinely makes these agencies tick, we’ve ever (accidentally) come up with.
Paul Tremain, managing director, EMEA, UEG: “This agency loves clients brave enough to say yes. The brands that are willing to transport themselves from brand-first thinking to audience-first thinking are far more likely to cut through. Sometimes that means partnering with the right celebrity or creator, sometimes it’s unlocking the power of entertainment IP, and sometimes it’s taking a familiar idea somewhere unexpected. Every brand is fighting for attention across platforms; playing it safe is no longer enough. When you’re brave enough to back culturally relevant ideas, it’s about more than just creating brand campaigns in response to a brief. Instead, you can create something bigger than a media or comms plan: A cultural moment that drives outcomes.”
Read the full article HERE.