« Big Cheetos and Mini Coopers | Main | Apple puts iPhones on sale, but at what price? »

June 05, 2009

The agency is thy shepherd.

Now that Current TV is inviting viewers to create commercials (VCAMS) for big name brand partners, Ad Week has called for traditional agencies to rethink their role: “from serving as creative drivers to brokers and brand shepherds.” In a sense, this is what we do already. Agencies don’t simply churn out creative in a vacuum. We work in partnership with the client to develop campaigns that define, promote and protect the brand. What’s changed is the number of different platforms on which to execute these campaigns.

With sophisticated creative and production tools now readily available to anyone who wants it, agencies aren’t the only ones putting material out there anymore. We’re not even the only ones putting out good material. The winning VCAMS look 100% professional and polished—and they cost peanuts compared to typical agency fees.

So, agencies can feel threatened by the loss of control or get excited by the opportunities it presents.

This creative explosion is less about Joe Public usurping the role of professional agencies and more about, as the folks at Digg put it,  “teaching brands to borrow from the grammar of the experience.” (Case in point: Digg's new advertising model will allow viewers to Digg up ads, thus controlling impressions and CPC the same way they determine news readership.)

On a network built around viewer generated content like Current TV, why wouldn't advertisers  communicate via viewer generated commercials? But whatever “grammar” you’re using, everyone must still speak the language of the brand. And that’s where an agency comes in. Someone still needs to write the language. But instead of doing all the talking ourselves we have to find ways to teach the language to others. And get them excited about speaking it. And in the end, be open to all of their translations.

Of course, the other alternative is to invent the platform. That way, you're guaranteed control of the creative that lives on it. At least until it catches on. 

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d834a3bd7c69e2011570c2c4f8970b

Listed below are links to weblogs that reference The agency is thy shepherd.:

Comments

The comments to this entry are closed.