Did you know that there’s a special home for creatives like me?
No, not the sort where the walls are cushion-comfy and a daily breakfast
of several hundred volts is the norm, but an agency that can make the
most of my entire skill-toolbox, not just the spanners.
I’ve been around the block a few times, and I know some creatives spend
much of their careers seeking out agencies where they best fit. So this
is a real find - a home that has challenged many of my industry
I’ve always felt that above-the-line, for example, seems a bit limited.
The thing is, I’m better used where ideas of all dimensions are welcome
and where any medium - no matter how new - is considered.
But it’s the nature of this new-found abode that has come as a bit of a
surprise - it’s Perspectives, a marketing communications agency.
Marketing communications agencies have never exactly been cool for
They’re a bit like dungarees, really - very accommodating but, let’s
face it, you wouldn’t want to be seen out in public in them.
However, things are different now. In our channel-flipping age,
consumers, media and clients have all changed, and continue to do
And it’s the marketing communications agencies which are best responding
to the challenges this represents.
Their media-neutral, integrated approach is winning more and more fans
and getting them sexier work, bigger budgets and meatier problems to
They are wired to the future, more mobile, flexible and better able to
react to and pre-empt change.
Creatives, listen up: this is very cool; so blinkers off and under
starter’s orders. There’s an exciting agency model out there that you
may just feel at home with.
And, hey, maybe dungarees are the new black.
This article was first published on Marketing