An interesting ‘moment’ in online advertising. BBH win Lynx digital account. To my mind Dare have done some really amazing online advertising for Lynx (Feather and Blow to name but two), and I’m really surprised that the account has gone elsewhere (if the story is to be believed).
In principle I agree with this quote from the article:
John O’Keeffe, executive creative director of BBH London, said: “A couple of years ago, we might have been at a disadvantage in a pitch like this, simply for lack of having the digital craft skills in-house. We now have that capability: whereupon this, and any other digital pitch for that matter, comes down to the same question that decides any such process: who has the best idea?”
But at the same time I wonder if this is really true.
Is it always down to the best idea winning out? Not really. Do BBH have great ideas? Undoubtedly. Do they have outstanding ‘salespeople’? Almost certainly better then most digital agencies.
I’m not trying to put forward the case for ‘digital agencies’ (interesting how I’m now feeling more and more compelled to use inverted commas around various parts of the term digital agency) particularly. However, something I’ve noticed recently is that the nature of our clients is changing. Whereas previously we used to sell our ideas into digital people, we’re now increasingly up in front of a mixture of digital and advertising people.
The way in which you pitch your ideas to these two groups are massively different. Online people typically want to see more of the ‘how we’re going to do it’, where as advertising people take that stuff for granted. You see an idea, it gets made. They’ve never been through the pain of cross-browser testing a complicated website. And they don’t care how it gets done. And maybe that’s the way it should be (for advertising).
My prediction is that we’re going to see a fragmentation of how brands operate online, there’ll be a bunch of people competing to do online advertising. And a bunch of people doing ‘other stuff’.
I think I know where I’d rather be…