By Lauren Peters
Musings on CS2020.
CS2020 was great. And not because that`s the first inoffensive adjective to pop into my head but `great` because it got me questioning. Like, actually questioning.
- What does an `agency inside a client` model look like?
- Does such a set-up afford agencies greater autonomy and understanding of the brand to generate better, faster, cheaper work? Or does it force creative teams to adapt to the client, altering the way they would otherwise operate?
- How will agencies overcome the demand to do more for less?
- How can agencies penetrate the ad blocking audience of today?
WHY ALL THE QUESTIONS LAUREN? I THOUGHT YOU WHERE THERE TO FIND OUT THE ANSWER?
Well, so did I. But having listened to Ed, Shanice, Brian, Liz and Sam deliberate the `Agency 2020?` question with yet more questions, it seems that`s all we can do. As Sam rightly said, uncertainty is the only certainty. Our job as creatives then is to think outside existing agency models – to behaviours and trends in the `real world`, in an attempt to move beyond what we already know.
That said, the one thing we all agreed on was the need to broaden the scope of talent by focusing not on tokenism, but a greater diversity of thought.
All in all, a really interesting exploration into what lies ahead, be it an 18 and 85 year old creative partnership or pirates.
Thanks for having me, the gifs were gold.