What's Working at Small to Mid-size Ad Agencies (Home)

An agency in the West is working to become a fully creative entity instead of simply having a creative department.

One of the ways they facilitate this is to post all of their ongoing work in several key, high traffic areas of the agency. The work posted consists mostly of color comps, but could also be storyboards or even scripts.

Then, over the course of the next day or two, the entire agency staff (not just the creative department) is able to view and make suggestions right on the posted work. They take a marker and add comments, admire the work, contribute changes, or perhaps even reject the work.

This has been very successful.

First, the agency staff now has a better grasp on the clients: what makes the clients tick, and what is happening in the clients lives and businesses. Everyone feels more connected.

But, the real, and tangible benefit of this has been the great ideas that have come from people in the agency who don’t normally have a chance to contribute creatively.

The agency owner told me that on a recent ad for a large dental practice, the accounting clerk provided a suggestion about fresh breath, how much more attractive it makes a person, and how this is linked to relationships. This young lady somehow linked love and dental hygiene, and started the agency’s creatives on a very consumer friendly path.

Making your agency “fully” creative can make your agency a more cohesive “unit” and help your people get closer to your clients… you should try this.