Simon Veksner: Instead of cutting costs, how about we try to make more money?
June 30 2014, 11:48 am | | 2 Comments
By Simon Veksner, Creative Director, DDB Sydney
My Dad is a talented guy.
He speaks several languages, is great at sports, and had a successful career in media sales.
But like many a curmudgeonly older Jewish gentleman, he is rather obsessed with the topic of how to save money. I like to tell him that if he put half as much thought into how to make money as he does into how to save it, he’d net-net be much better off. READ ON…
2 Comments
Thanks to a curmudgeonly elderly Jewish father (he called it ‘frugal’, with that special rolling ‘r’ from his stubbornly long-lived German accent) I was able to retire at 53. You should be so lucky!
Good article.
The challenge, in my view, is creating the remuneration protocols for making this a worthwhile exercise.
Agencies have traditionally been paid to make ads. So, that’s what they do.
There is no doubt that agencies could help clients come up with all sorts of revenue-generating concepts.
Agencies employ heaps of creative people who look out across lots of different industries.
They are also not constrained by the oppressive corporate cultures commonly found inside large clients.
If you need to build a break-out room in your office, it’s not a great sign that you genuinely foster creativity!
The issue is that there generally aren’t the agreements in place for agencies to get paid to come up with the new and clever, non-ad ideas.
It comes back to ad agencies typically only having the idea. Clients have all the power because they have the capital to invest, the IP, the distribution rights etc.
Seriously, if anyone wants to have a chat about a massive revenue-generating idea, under a strict non-disclosure agreement, email me.
Jason Rose.
Ex-Creative / Current Investment Banker.