We’ve Changed
On November 30th, 2011, McRobbie Optamedia became FREE.
As an agency we’re used to working on projects for clients. The process of rebranding meant we had to become the client and take an honest look at who we are. The exercise allowed us to rediscover what it means to be a creative agency in #yeg.
FREE was a baby born of a year-long conception. We knew we needed a change, but we also know that this had to be an intentional evolution.
We deconstructed our brand to figure out who we were, who we wanted to be and how we wanted to get there. The road has been a lesson in patience, teamwork and self actualization. Painful as it might have been at times, we’ve learned, better than ever who we are, what we’re good at and how to improve.
Yes, our name has changed along with the signage out front, as well as our business cards, letterhead, etc. But the way we approach our relationships and the way we approach our work has not changed – we’re just articulating it better.
That last bit may sound like hyperbole, but it isn’t. We know what we want now more than ever before, and through this rebranding process, we’ve figured out how to get there.
Sit down and talk with any of us. You’ll be able to sense how excited and proud we all are of where we’re at. There’s an energy here.
*Note 11. Creative genius and generic copywriter Jon Manning contributed to this post.
Happy Single Awareness Day
An Open Letter to the MOST Important Holiday
of the Year
Technically, most kisses begin with either alcohol or uncomfortable small talk, says Mr. Israel.
Dear Single’s Awareness Day (also known as Valentine’s Day),
From an advertising perspective, I’d like to thank you. It’s because of days like you (and Christmas) that our industry continues to flourish. Think about all the different ways you challenge us to remind people of their innate loneliness… people in couples can’t even escape this feeling if we’ve done our jobs properly. We groom everyone early. Who wouldn’t want a Happy Valentine’s Day wish scribbled on the back of a Thomas the Train card? “I choo…choo… choose you!”
Even in 4th grade, an empty heart-shaped, makeshift mailbox feels like crap. In a perfect world, we sold you the chocolate that made you feel better.
Chocolate comfort in grade 4, in turn, may have led to a life-long battle with emotional eating. To which we have the solution: a gym membership. Of course you can’t wear just anything to the gym – how about some overpriced technical gear? We have just what the doctor, or yoga studio, ordered.
When you leave that change room, you’ll probably notice how red your face is or greasy your hair may have gotten. No worry. Use these numerous beautifying products and you’ll be just fine. Ready to meet someone, even. You know, so you don’t have to spend this Valentine’s Day ugly crying at The Vow. Although, we’ve also sold you that idea – that you’ll be sharing your Valentine’s Day with Channing Tatum (or Rachel McAdams… but let’s face it, nobody’s going to choose her over him, myself included).
Some lasting messages I associate your holiday with include:
“Every kiss begins with, Kay.” Technically, most kisses begin with either alcohol or uncomfortable small talk. Score 1 for us.
“Diamonds are a girl’s best friend.” Really? In the majority of scenarios, a girl’s best friend is someone of similar socioeconomic status that has engaged in some type of lasting two-way relationship. Rarely is her name, Diamond.
This Single’s Awareness Day, I’m going to capitalize on a new card market with my friend, Jess. These cards will be targeted at the nosey neighbors, coworkers or caregivers who may be aware of any indiscretions you couples have made these past 364 days. They shall read, “Snitches Get Stitches.”
By this time next year, Jess and I will be millionaires. Most certainly we won’t be single then.
Rethinking the Agency Search
The importance of making a connection
not just a selection
A proposal from FREE
So you’re looking for an advertising agency. Maybe it’s for a project or a campaign, perhaps it’s for more of a long-term relationship.
Straightforward process, right?
Simply send out an RFP to three to five reputable agencies, maybe shortlist for an hour presentation to see who best fits your needs, then make your selection.
The problem with this model is that a 20-30 page proposal and an hour in a boardroom is not necessarily indicative of what a real working relationship is all about. It’s not fair to the agencies involved and more importantly, it’s not fair to the client.
Another approach to take is to include a strategic assignment—asking the agency their thoughts on how they may approach a client issue. This is problematic too. Reaching a deep understanding of a client’s brand and the human truths that motivate their customers is challenging, if not impossible to achieve without a great deal of interaction with the client and some really well designed research.
The cost of new business presentations is significant. A study conducted by KPMG for the Institute of Communication Agencies (ICA) found that capability-only presentations cost agencies an average of $6,700. When incorporating a strategic assignment, that cost rose to $30,500 on average.1Note: This study took into account local, regional and national business, so the number is skewed based upon the scope of the presentation.
Ultimately, costs from pitching new business get passed along to clients, which begs the question: Are clients getting full value out of the pitch process? I think there’s a better way.
I believe that an agency search should be less of a selection process and more of a connection process. It should be an exercise in interactivity that sets the stage for a partnership built on trust and a shared desire to create the best work.
Of course, it’s not a perfect science and there‘s no magic formula for how to choose the best agency relationship for you. However, I think there are some things that should always be considered to help you get the most out of the process.
- Clients must really be in a position to get the most out of an agency. They should have enough knowledge to brief the agency and clearly prioritize what they need.
- Agencies must afford the same respect to the client. Proposals ought not to be developed from templates. It’s insulting to the client and we don’t do it.
- Clients can realize a great deal of value from spending time with people from the agency. Touring through the shop is not enough. Be open to real interaction and discussions about the brand or issue. Plus, thinking through a problem is fun.
- Agencies should prioritize business they are genuinely interested in and be more selective about what they work on—and be open to telling this to clients.
There are some great resources out there that can assist in selecting an agency. A good starting point is contacting the Institute of Communication Agencies (ICA). They can provide you with resources that discuss best practices in selecting an agency.
All agencies really want to do is create the best work for their clients. Setting up the relationship right at the beginning is a positive first step toward achieving that goal.
Rad. Awesome. Bitchin’. These are the words of my trade. Yeah, I’m a skateboarding lady. It’s one of my great loves. While most 12 year old girls were dressing their dollies and putting on make up I was learning how to ollie and building launch ramps in the backyard with my sister. One summer, I spent every Saturday afternoon in my local Medicentre tending to a broken finger or twisted ankle. The scars on my knees are my badges of honor.
LOCALS ONLY - Skatepark Air, Jay Adams, Reseda (No. 72), 1977
I remember the day I bought my first Thrasher magazine. It changed my life! I became obsessed with the super gnarly ads that dominated the mag. They were covered in skulls, dragons and creepy images that made my mom cringe. These added to my increasing fascination and devotion. I plastered my room with these ads and bought everything they were selling. I was proud to rep the gear and I associated myself with these edgy, independent companies run by skaters. They symbolized everything I stood for; anti-establishment and non-conformity. Little did I know the sport was at the climax of its evolution from an underground movement to where it is today.
ANGELS - La Bufadora (Todd Foot), Ensenada, 1977
The rest is history. Skaters began to market themselves as professional athletes and rock stars. Skateboarding is now a multibillion dollar a year industry. It’s everywhere! When I go to a competition or watch a video or even television shows where the focus should be skating, I am inundated with the message “ If you buy these shoes, you can skate harder”, “Drink this and you will go faster for longer”, “Wear this and you will be cooler”. All I can say is for @#$! sakes! I just want to see these people skate! Has the industry that I loved so much for keepin’ it real changed into the corporate monster that I was so against? Yea, probably, but I still love it.
ANGELS - Skateboarding Construction, Montebello, 1977
In 1975, A photographer named Hugh Holland was lucky enough to see a group of boys tearing up a drainage ditch on the side of Laurel Canyon Boulevard. While not a skateboarder himself, he was able to befriend the locals and began documenting their sessions over the next three years, capturing the purity of the sport at the beginning of its culture. He photographed the skaters at sunset, using old negative movie film, giving the photos the warm tone that we now try to copy using Instagram. His work is amazing to me. I owe thanks to Hugh Holland for giving me something to look back on, the good old days when the sport was innocent. Well as innocent as the saying “Skate or Die”.
ANGELS - HollywoodLocal, 1976
All images © Hugh Holland, courtesy of M+B (www.mbart.com).