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CLOSE-UP: ON THE CAMPAIGN COUCH ... WITH JB.(Brief Article)
Q: I've got a great relationship with two young creatives who have created a brilliant campaign that has driven sales and really got my brand talked about. Now they want to launch their own agency with my business as a founder client. Should I move my business with them (despite the fact that the agency itself has always given me exemplary service) or hope that a new team at my current agency can repeat their success?
A: I sometimes think of conducting an analysis of the careers of star creative teams. Using Campaign as a reasonably reliable source, and awards as a slightly dodgy index of success, I would track ten named creative pairs over ten years and probably almost as many job changes. And this is what I would discover: the success of any star team is dependent at least as much on their current agency as on the team itself.
You know perfectly well what you ought to do. You didn't hire a creative team: you hired an agency. It has given you exemplary service and provided you with a brilliant campaign that has more than paid for itself. Your two young creatives were chosen by that agency; trained by that agency; and were given planning and account handling support by that agency. So buy your pair an extravagant lunch, wish them all the luck in the world and keep them on your Christmas card list.
Q: I'm the chief executive of a large media owner, which is going through rocky times. As such we've had to impose pay-freezes and make redundancies. Because morale is so low the board has decided that it would be nice for the junior members of staff to see me wandering around the office and asking polite questions, to show how caring the company is. The problem is I'm rubbish at small talk, especially with a bunch of pimply 20-year-olds. All I can think of, and depending what day of the week it is, is 'How was your weekend?' and 'What are you doing at the weekend?' Any tips?
A: First tip: no self-respecting CEO should accept advice from his board when it is so patently fatuous. I can think of no more effective method of further eroding morale than an ...
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