Method
Marketing Innovation not only speaks to the work we do but it's also reflected in our approach. We've examined how agencies operate, and have developed a process that is decidedly more efficient, streamlined, and cost-effective. It wasn't that hard. The heritage of the advertising agency department structure, formulated in 1877, still dominates today despite the colossal change in consumer habits and business speed. We believe that this obsolete model costs clients time, money, potential, and ultimately, market effectiveness. The following four pillars infuse the Glitteration Method.
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Operate as One Brand Team
The typical agency team consists of members of different departments (Account, Creative, Digital, Media, PR, etc.). We've replaced this with a single, small team who report directly to the brand (not to an executive unfamiliar to your business). A Strategic Planner, Creative Director, and three discipline-specific Producers (Digital/Interactive, Lifestyle/Experiential, and Advertising/Communications) make-up the brand team and manage the business continually, from strategy to execution to measurement.
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Fuse Creative and Tactics
We feel that Creative developed independently from Tactics is ineffective. The "Media Department" isn't relevant in today's fragmented and diverse pop-culture universe, especially as emerging media and non-traditional channels proliferate. Creative and Tactics need to be generated and executed in tandem by a single, consistent vision. A brand engagement, not a media impression, is the new metric. Our team merges creative, strategy, media, and marcom planning into a single, integrated operation.
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Eliminate the 'Account' Function
The large majority of 'Account' people add little value to their clients' business. The Account department has been regulated to writing workback schedules and trafficking approvals while the heavy lifting gets done by strategic planners, creatives, and producers in the background. Tight collaboration and partnership by a small client and agency team will always outperform the large, multi-department, broken telephone approach. Our special opps team is the best, most experienced people, completely immersed in the day-to-day.
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Redefine the Core Competence
We believe that agencies get stuck on what it is they do. When you own the factory, you have to keep manufacturing the product. This limits how an agency operates as it forces the organization to focus on what it is they produce, not what it is that they should be producing. Most agencies make TV ads and build websites...it's the factory they've built and their profitability relies on that capacity. Our approach is to own the idea, the engineering, the design. There are many manufacturers, but only a few who can invent.
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