An interesting article recently highlighted what it takes to thrive in an ad agency environment in this day and age, questioning whether ego and creativity go together.
According to CP+B Chairman and Co-Founder Chuck Porter, speaking at an Advertising Week session in New York recently, along with the agency’s global CEO Lori Senecal and moderator Jim Cooper, editor of Adweek, this is no longer the case and in fact the opposite is true.
As the executives explain, being able to work well with others is one of the most important issues in the agency business because collaboration has become the name of the game. There are so many levels of collaboration needed in order to achieve goals not only within the company by externally as well.
Mr Porter explained:
“We try very hard to hire people that will bury their ego for the sake of an idea,”
Internally, communication is a critical issue and “solving challenges together” is crucial to success. As Senecal explains, working together has been taken to another level.
The executives also explained that in the modern advertising agency, hierarchies of control within organisations and other complicated processes within the company, can be stifling to creativity.
They also touched on the topic of the use of data in advertising. Senecal explained,
“The big challenge for creatives is breaking through the cacophony of marketing noise that consumers are exposed to daily with messages or techniques that are impactful. “
Scale doesn’t create impact but impact often creates scale,” \
Porter explained that to win, we need to make sure we’re telling the best stories, that’s as important today as it’s ever been.
Senecal also spoke about the diversity problem in the industry. She explained that its common sense for agencies to diversify but figuring out how to get the most out of this diversified workforce would be of importance.
To young people in the industry, Porter said,
“Take the crappy pieces out of your book.” He’d rather see two excellent pieces of work than a book full of mediocrity,
Senecal responded with a similar sentiment saying,
“Go in the direction of your fear, that’s where the growth opportunities are.”