“Ad
Agency Answers 140-Character Twitter Briefs in 24 Hours”
“A
networked team of creatives in New York launched a new service that meets the
demand for rapid turnaround advertising. Using Twitter as a medium, the World's
Fastest Agency will respond from briefing to idea within 24 hours.”
“Clients
can say goodbye to 100-page PowerPoint decks, meetings, weeks of fee
negotiation, countless emails, more meetings, lunch, meetings, scope of work
to-ing and fro-ing, meetings, more emails, Q&A sessions, tissue meetings,
inaudible conference call, pitch, feedback, feedback on the feedback,
re-briefing, re-pitching, another meeting, more feedback, focus groups, another
meeting, more emails....”
It seems to make a lot of sense. A quick, no-nonsense,
cheap creative solution via social media. But, and there’s always a but, I
don’t think it’ll go anywhere. Why?
It made me think of the time a slightly annoyed client
saw me after what was undeniably a boring meeting. She told me that the time
she got to spend with the agency was normally the highlight of her week. She
finally got to think about the brand, be presented with great (and sometimes not so great) creative ideas,
got to be the boss and to top if off, eat as many free Pret sandwiches as she
could stomach. So for her a boring meeting was inexcusable and should never
happen again. And she was right of course (as a lot of clients tend to be…).
And therein lies the rub. I think clients secretly
like the process, they like the time they get to spend thinking about the
brand, they like the back and forth, the briefings, the meetings, the focus
groups, the whole shebang.
The proposition of The World Fastest Agency is very
much a translation of how advertising creatives tend to view the world.
However, it has made the cardinal mistake of not considering your target
audience and that is why I don’t think it’ll fly.
Q.
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