Sue Hardman - Last month at the Mumbrella360 conference I listened to Ben Bilboul, CEO of London creative agency Karmarama who were recently acquired by Accenture Interactive, now the world’s biggest digital agency. He was making the International Keynote: How Marketers and Agencies Need to Reset for The New Era of Marketing.
The buy up of agencies by the big consulting groups like Deloitte, KPMG, and PWC is an interesting development as they look to cover every conceivable base by adding best in class creative, content and digital thinking to their traditional competency in data management, financial and technology services. I wonder if this all-encompassing agency style may somehow lead to a dilution of the services they offer.
But it wasn’t this phenomena of marrying left and right brain thinking to drive business that struck me (albeit interesting) – but a short remark where Ben spoke about how important it is that we are more than just consultants in agency, but makers.
I love the term maker. There’s something so real about it, so hands on, crafted, thought out, creative and well-conceived. This is the way we like to work as we make what we make. From really physical things like media coverage, printed collateral, websites, blogs and radio scripts to less tactile but hugely important things like strategies and metrics, audits and plans.
And then there’s a whole other realm of making that’s even less tangible but where the magic occurs in a really great client and agency relationship. We help make things happen, make the intangible tangible, make the impossible possible, make way for the client to make their own makings, and make a safe place for clients to try new things and take risks.
There is no greater joy than to help clients make stuff happen. As an agency, we are looking outside the traditional ways of working with our clients and making a difference. We offer inspiration, tap into emotion and use empathy to connect to our audiences. We have a saying in the agency – “surprise and delight” in the first instance and bring it home with the plus ones. If you’d like to partner with makers that are passionate and can get things done, turn them around and be an extension of your team - please get in touch.