I lead a high performing agency. We’re doing good work and we’re growing but the output is quite traditional, for the most part. What experience have you had working in an agency that has managed to transform its offering? What are the best levers to pull to change things up?

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This is pretty broad but I'll give it a go.

We employ data scientists now, and they're on all campaigns. It's taken the work of proper measurement off specialty teams and allowed them to spend more time being creative and less time on tactics that don't work.

It's been a huge win.

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D1, what are some tactics your data scientists employ? I’m in the same boat as OP and curious.

Actually tackle work in a way that leverages strengths across your entire holding company (vs. hiring pushes in reaction to trends). Give individuals time and budget (pref. individual training budgets) to up/reskill - and incentivize it further. Empower junior/mids.

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Confident strategists to push everyone out of their comfort zone. Our job is to uncover insights but also inspire the team and clients.

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Better creatives. Better writers. Strategists for the win.

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I think there are 3 factors here.

Attitudinal, approach and client.

It needs a change in attitude and adopting new or different - fame and brand is a massive driver for brands. So knowing that and showcasing the benefits will help both agency and team to reframe how they do it. Along with inspiration. Question here - is creative applying a solution to a formulaic process that drives the same output? Do they need to know they can be more adventurous with creative

Approach - finding and sharing campaigns in the same category that are indeed more creative and yield results. Even similar audiences from other categories that are more creative and get results. Take on new clients that are more hungry for creative work. Or ask existing clients for a small % of budget to be creative. Maybe hiring a freelance team who will provide different solutions and work at agencies you are trying to be more creative against.

With clients as I said earlier, try put forward the case for fame with existing clients and secure a small portion of budget that can potentially scale. Fernando Machado did a talk on this and how he would secure small budgets for fame driven ideas with the board. Then approach other potential clients who are looking for creative concepts - even if you need to target a smaller brand (SMB) to use as a case studies for future / existing clients.

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Leo Burnetts - Human Kind Scale:

http://www.janebrittgoldman.com/2018/08/does-your-creative-suck-and-why-you.html?m=1

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Most research / data lets creative / strategy down. Surveys etc have a 21 day shelf life to 80% accuracy. By the time strategy implements research and it is used by creative - crap shot. Which makes strategy / creative look bad. If you want to DM, there may be a test to change some of that at O. Was exchanging thoughts with your Rory yesterday.

The major rsr group I chatted with last week admitted their output wasn’t ideal but nobody cared. But that is changing in some places.

Julian Coles - RICK James model:

https://www.slideshare.net/juliancole/rick-james-model-for-selling-innovative-ideas

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