Comments on: cultural transformation etc

By: phil jones

phil jones — Thu, 25 May 2006 22:13:43 +0000

Huh?
Q : how do you expand out of a pigeonhole to have your strategy advice taken more seriously?
A : be cheaper.
Hugh, surely you don’t mean this?

By: Hugh MacLeod

Hugh MacLeod — Thu, 25 May 2006 18:15:56 +0000

“So what does the poor agency do?“
Answer: Work harder, for less money. Lucky them.

By: phil jones

phil jones — Wed, 24 May 2006 23:27:22 +0000

Hmm. But then, if you concur with John and Paul, what are you really saying?
Agencies need to help clients *be* rather than merely *present themselves as*. And yet, attempts by agencies to be strategy consultants or to advise clients what to do, fail.
So what does the poor agency do?
I used to have similar problems as a software developer who understood the internet better than my clients back in the 90s. I was always trying to encourage them to open up and use the technology for two-way communication with their viewers, and they were always worried about how to avoid negative comments and how to make users pay for as much content as possible.
There’s nothing more frustratng than *knowing* your client is strategically wrong, but because you’re not being paid to advise strategically, having your opinion ignored.
How does someone in this position break out of their perceived pigeonhole?

By: Hugh MacLeod

Hugh MacLeod — Wed, 24 May 2006 21:11:28 +0000

I concur with John and Paul…

By: John Dodds

John Dodds — Wed, 24 May 2006 20:52:31 +0000

I agree with Paul — it’s an internal thing, it can’t be an expensive bolt-on. We’ve been here already in the late 90s when media agencies tried to move into strategy consulting.

By: Paul Fabretti

Paul Fabretti — Wed, 24 May 2006 18:48:49 +0000

I also remember a time when agencies were merging everybody fussed around worrying whether or not they could be as good collectively at digital, print, outdoor, direct mail etc. and I have heard very few horror stories resulting from the many mergers.
That said, cultural transformation is a profound subject to consider and can only, surely, come from within the organisation?
How many people have been p*ssed off at a sharp-suited account director telling the client he is wrong or is doing something wrong?
Imagine now being told that the way you run your business is now wrong?
For me, part of the cultural transformation is admitting you want to do it…then plan how you can integrate it into your business without hacking everybody off in the process.
The business owners are in a better position than anyone to communicate the change to emplyees NOT an agency!

By: lucie

lucie — Wed, 24 May 2006 18:21:32 +0000

Nice one Hugh; I’ve been thinking the same thing. Namely, corporate social responsibility, sustainability, ethical treatment of staff and such becoming buzzworthy and capable of generating copious amounts of free PR (cf American Apparel), companies are going to want in on that game. But very few truly ethical, sustainable, socially responsible businesses exist as yet. If being a “good” company has PR currency, someone’s going to have to help the companies figure out how to be genuinely, more deeply likeable before they can promote themselves as such and cash in.

By: Roy Blumenthal

Roy Blumenthal — Wed, 24 May 2006 16:28:14 +0000

I know what you mean, dude! (That’ll be ten quid, please.)
Blue skies
love
Roy