Earlier this year we acquired a brilliant creative agency called Earnie, with which we had been working for a number of years on shared clients including The England & Wales Cricket Board and the NFL. As well as having a great working relationship, we loved their work and could see the commercial results that their creative assets were delivering.
We took the decision to bring their talented team to Threepipe because we felt that we needed to bring media and creative teams closer together. We now have client facing teams (not siloed channel teams) supported by planning and creative and this set up is working extremely well in terms of providing clients with one point of contact across their multi-channel campaigns.
The history of creative and media teams is a complex one. Many years ago the trend was to separate the two disciplines, perhaps because media was experiencing such high growth rates. Now it is clear that the two are stronger when working more closely together. The brand performance campaigns that we are running require a huge amount of creative assets, constant testing and analytics reporting.
Gone should be the days of the performance agency being handed a load of creative assets from an agency higher up ‘the food chain’. This way of working is no longer fit for purpose. The ultimate results of performance campaigns not only depend on a well planned out channel mix but on the strength of the creative itself.
To bring this point to life we recently organised an event for clients and friends of Threepipe with RANKIN, the iconic photographer. Guests were offered the opportunity to have their photographs taken by the man himself and to understand the power of great creative and media working together.
We have in our small way, achieved what the big networked agencies are struggling to achieve. To bring data, media and creative all together into client facing teams. That’s why we predict in 2019 that we will see even more agency brands disappear into one another as clients want a more holistic view of their campaigns.
We also see budgets moving towards more of a performance marketing mindset as marketing directors need to deliver a positive ROI from their campaigns. At the centre of these ‘brand performance’ campaigns will be creative that cuts through, sparks a reaction and drives a response that delivers a tangible outcome.