The advertising industry has undergone a massive shakeup since the global financial crisis of 2008. The latest issue of New Zealand Marketing considers the changes and challenges in the ad biz. Our strategy director Richie Connell spoke to the industry magazine about Plato Creative’s collaborative approach.
In a world where we’re watching TV on iPad, reading newspapers on desktop screens and listening to radio on our phones; how does an agency structure its marketing communications for print, broadcast, digital and mobile? Is media still media? Everything is digital, so is digital still a thing?
“The key thing in working alongside a business is to be in amongst them,” Richie tells NZ Marketing.
He explains how Plato gets involved in the day-to-day operation of its clients. It’s a conscious decision and embraces the notion of working with clients as partners. So when Plato client McCashin’s Brewery won an award for its Stoke Beer range, we cheered with them and genuinely felt part of it.
Plato is driving a shift to focusing on end-goals, Richie says.
Richie and our creative lead Toby Blackler were interviewed for a separate article in the magazine. This piece also investigates the changing nature of agency-client relationships.
“The traditional agency model is dead. It’s never coming back,” is Toby’s assessment.
Consumers make complex, emotional decisions but the traditional agency model process for generating ideas is rigid, Toby tells NZ Marketing, adding that clients are left in the dark until they’re presented with creative. They have no idea how it was developed, because they haven’t been invited.
Toby describes how Plato’s integrated model, which revolves around collaboration with clients, resolves the problem through creating a business partnership of sorts.
Richie summarises: “Diving deeper to uncover the challenges a client faces allows us to understand and develop ideas that work. We then assess the channels through which to communicate the client’s message.”