At some point, in just about every project I’ve ever worked on, I’ve been asked to show that an idea can extend into an activation instead of just film or print/OOH. But why do so many of the WK or Drogas seem to primarily only do film and print? I’m sure they do some activations but from what I can tell, it seems like a large majority get famous by just film and print brand work.

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I think you're looking at this from too narrow of a vantage point.

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Because activations are the trickiest thing to to well and to sell. Trust me, they’re trying. But often, a client has several agencies and activations get assigned to a PR agency. Or a client only thinks in terms of their media spend, so they only focus on broadcast.

That’s not really true, though. I’d say WK makes more activations than film and Droga’s done a few in the past few months.

likesmart

☝🏻💯


There's absolutely no doubt they present the full suite of extensions lead by film, then digital/social, activations.

Similarly when we worked on a global account, we led with film, that gets produced. All extensions get packaged into a deck that goes into the black holes of geos.

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Delta dating walls from Wieden is activation/ooh and phenomenal.

Also, those agencies are known primarily for tv craft. Just because an agency is great doesn’t mean the specialize in everything

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IHOB

Right, but you said they don’t get famous from activations. I’d argue that activations are statistically WAY more likely to make a place famous than film. If you’re not pitching them constantly and proactively, you’re hurting your own career.

likesmart

Because they get the broadcast briefs. And an experience doesn’t start in broadcast ideation space.

The ugly truth - if you can’t show it easily, probably wasn’t a great idea to begin with.

What’s more - look at any great film. Guarantee you it could be made into an activation. Maybe even better as an activation. But just too costly to pull off

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