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Anyone else feel a little uneasy that the industry press is praising a CMO who fired the agency who resurrected KFC, ran one of the most brutal pitch processes in years and has immediately made the work much worse?
https://www-adweek-com.cdn.ampproject.org/c/s/www.adweek.com/brand-marketing/inside-kfcs-marketing-strategy-with-a-new-cmo-creative-and-media-agencies/amp/
Marcel will be descoped to a filing cabinet...
What are your thoughts on Wunderman Thompson?
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I haven’t seen/heard of one that is fully baked out yet. I am on the west coast where the start up DTC is big with plenty of agencies catering to them.
Some are building towards that but as you know it’s very hard to truly accomplish successfully. Especially when the performance agencies act like their clients in terms of short term thinking and chasing short term “growth” KPIs on a quarterly basis.
If you talk to some of these agencies they would all say we are “full service” and provide everything but the expertise usually over indexes to one area over another and that includes creative as well.
It’s just not a profitable/viable agency business right now to have an offering like this, would be very hard to make it work unless you have founders and leaders truly dedicated to make it work from a long term perspective and invest in it. What makes it hard is the media buying part which is commoditized hence the in housing trend. Therefore you need to make up the margins and revenue on the brand marketing and comms side but that’s usually lower in fees especially for start ups and DTC brands bc they want short term growth. It’s a balance of having a ton of clients with most them performance media buying vs a few that have it all.
I would to see it work or even be a part of it with others who are truly committed to it
Rising Star
Margins just aren’t there to support staff either so you’ll end up with b-class people and can’t build a team of stars.
I’m talking 60% of market salaries.... massive downgrade.
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