Read a small note on Gary Hamel( the strategy guru who wrote 'Competing for the Future' among other books-do read the book if you haven't already!) in today's TOI where he talks about the Soviet Union model of Innovation - completely top-down, central command, and so on!
The article then talks about the contrasting 'innovation model of silicon valley' - a hot-bed of bottom-up innovations! Google, a bottom-up-driven-organisation for example is organised into 300 teams working on a variety of projects.
There's much to learn from the Silicon valley model for an ad agency. The rants in no particular order.
1. Most Agencies follow an 'innovation/ creativity apartheid'. Only the creatives are allowed to participate in the 'actual' creative process. Okay occassional sops are thrown where non-creatives participate in 'brain-storming'and other niche sports but then when it comes to the 'big-ideas-game', its a NO ENTRY sign for the rest of the agency.
2. Most agancies spend less than 1% of their annual time(am talking about company time, not individual time) on thinking about the business. Improvements in the creative process/ model. The changing media landscape. Fringe studies. Fringe imports. Self funded knowledge/ skill upgradation projects.
3. Silicon valley thrives on collaboration. Apartheid needs segregation! Again many agencies pay lip-service to collaboration. The creative egos generally are too huge for most team endeavours!
4. The smart young guys( brimming with new ideas and creative energy) from account management are mostly handed out low-end jobs and 'follow up' tasks. The bulk of their time is spent in covering up the inefficiencies of the people, systems or the 'Soviet Union Model' of creative management. Little wonder that these smart, young guys are moving in droves away from the 'Soviet Agencies' to the 'Silicon Valleys of 'retail', 'new media' or 'new technology'.
The agency's unwillingness to look hard at it's Soviet Model reminds me of a Chinese Proverb - "If we do not change direction, we are likely to end up where we are headed." :-)
Popular Posts
-
As I opened my mail in the morning, I find this news on agencyfaqs . The wise men of ASCI have decided that the 'Amul Macho advertisemen... -
When Flash Brands/ branding is here, would flash promos be far behind. Flash promos are single day promotional(invariably price-off) offers... -
Everyday I feel, there is a war out there between the two media worlds that I am familiar with - the off-line and the on-line. NRS 06 says p...
-
I had a very stimulating discussion/ cathartic thought flow/ exchange with Uber at ThotBlurb( specifically at thotblurbed # 28) on who is a... -
Many of us know of the zen story of a pompous student who goes to the zen master for learning. Instead of listening, the student starts blow...
-
There was a huge ruckus created in the Indian advertisingscape over an article by afaqs Sreekant Khandekar on wednesday. Read the 'Rant ... -
It's Neo's bday today! And he shares it with Big B. Like most of us, Amitabh Bachchan has been an integral part of our growing up ye...
-
Thums Up 'Got It' from Campaign India on Vimeo . This post had been languishing in the draft mode for a while now. Am talking abou...
-
Meraj forwarded me this link from NYT . Thanks Meraj, somehow it feels you still work for me(and that too without pay..LOL). It's an art... -
Read this piece on the world's 100 most creative people on fastcompay.com on my feed-reader! Perhaps predictably the fabled Apple desi...
2 comments:
further to my mail...you know everyday I keep discovering latent, un-utilised talent in the account management rank and file!
It's a pity that so much of creative energy is going waste while there is a seeming shortage of talent in the industry.
a sort of creative cartel has been built and this limits the number and quality of fresh ideas.
this has happened primarily because traditionally ad agencies meant creative output and who was responsible for that...the creative folks...rest were just glorified peons (except the top management). but times are changing and things will have to change...
am so much with you on the talent in the 20 somethings, running up to the studio, waiting late-nights for that small tactical ad.
Post a Comment