One for all, all for one.
I recently read a blog post by one of the worldâ€™s leading creative branding agencies, a company at the forefront of our industry, considered as thought leaders and one that I have the utmost respect for.
The article was written to communicate how they were changing the way they operate to establish a more collaborative model of creation and delivery.
The essence was that they were making a shift away from the traditional Account Management role and were renaming this function to Program Management.
â€œBecause increasingly, our clients ask us to help them with big transformations â€“ visionary and seismic shifts to their organisations that touch far more than just their marketing materials. And because of these types of requests, we donâ€™t think of our work with them as â€˜accountsâ€™; instead, we build long-term creative partnerships with our clients to design programs that provide fundamental, systemic changes to all aspects of their businesses.
It seemed right to have a community of experts who not only build and nurture relationships but also deliver big, measurable impact to all facets of a business. It also seemed imperative to give that community a name that highlights the connected nature of what we do, the central role we play in helping our clients map out their futures while collaborating with our teams to deliver real progress right now.â€
â€¦ made perfect sense.
It also got me thinkingâ€¦ primarily because it isnâ€™t a particularly new idea and is in fact how we have always operated.
From my first day here at Fogg I have been involved in every aspect of agency life. While my background is Marketing and is very much focused on Strategy and delivery, in order to service our clients the most effective way and produce the best work for them, every member of the Fogg team contribute to each and every project. Over the years this has seen me wear many hats from Creative and Art Director to Project Manager and Copywriter.
It simply doesnâ€™t work for people to sit at their desk working on their â€˜own projectâ€™ in â€˜silosâ€™. Inspiration and creativity comes from every walk of life and by bringing ideas together from unique perspectives we have always found that this brings the best out of us as individuals and as a collective â€“ ultimately achieving the best for our clients.
This doesnâ€™t mean that itâ€™s a free for all and we do what we like â€“ each person in the team has a responsibility for a certain aspect of a project, otherwise where would the accountability lie? What I mean is that because we all come from different walks of life, like different things and have our own personalities each person has something to offer and an important perspective to consider within the creative process. When brought together these diverse perspectives add a great deal of value to what we do as a business and for our clients.