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Where my gays at?
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I can’t name any.
It’s hard to make great work on 1 or 2 clients, let alone on all your clients.
Uncommon has a decent level across the board but they lack the truly great pieces of work to reach that old Droga/CPB/Wieden level.
Times changed. Budgets are smaller and clients have become more risk-averse, afraid of backlash by the vocal internet (guess we have to thank the younger generations for that). Any agency who manages to make 1 or 2 great pieces of work a year, on a real brief from a real client (at FCB NY, that seems to be Michelob and Spotify) is doing well in my eyes.
Rising Star
Mischief. That’s it.
Chief
Those are the three - uncommon, mischief, rethink. And I’d put rethink considerably lower on that list.
Beyond them, it’s just pockets elsewhere.
I’m not a huge fan of Mischief. I respect what they’re doing but it’s just not my cup of tea. But I can imagine you think they’re the best agency when you only look at the US.
Serviceplan does great work but they have a department that only works on semi self-funded projects for niche start-ups. It’s great work, but it’s a shortcut. Penny Price Packs is great though, and it’s a ‘real briefing’.
The best agencies nowadays are those who show up consistently with great work on big brands, year after year: LePub, Publicis Conseil, Rethink, David and a few other ones.
But yes, we don’t have one dominating agency like in the old days.
Also, can we retire the idea that defending an agency means you must work there? It’s not smart.
Rethink.
Ehhhh
imho, if you’re doing “good work across the board” it means that the agency is picking it’s clients, not the other way around.
That’s not a drag on them - to do that, an agency must be secure enough to turn down boring (but lucrative) customers or firing bad ones.
The industry is so unstable right now that no agency is saying “No” to paying work - hence the “pockets of good” mixed with “meh” stuff being the best-case-scenario.
Chief
And often you need a meh client to pay for the good work elsewhere.
Relation”CHIPS!” 🙃
David?