CAREERS - Comment

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

prejudices.

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

creatives.

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

so.

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

solve.

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