Andy Snuggs

By Andy Snuggs, MD, Geronimo

Marketers today are desperate for quality thinking time to be able to analyse and plan for the future of their clients' business, rather than get sucked into day-to-day reactive business.

Their targets are performance driven; focused on delivering tangible, return on investment measures that must be justified. In effect, every hour spent on the business needs to be quantified. But how is this applied to the evaluation of key thinking time?

Existing agency models aren't flexible enough to assist as a true extension of the client's team.

Picture the scene: A suit gets a brief from the client. The planner then discovers the insight and writes the brief. The suit goes back to the client for approval. The planner briefs the creative team, then the digital team followed by the B2B data team. See you in two weeks with the idea, and so on and so forth. This is an old model, where very few of the hands are very close to the business.

With solutions today needing to be ever more integrated to match the changing and more diversified behaviour of businesses, agencies need to get rid of traditional boundaries and invite all the B2B experts from each discipline to the table. That includes creative, digital and direct teams discussing and listening to the client's aspirations and ideas together.

This means that the right people are around a table at the right time, all focused on the client's business.

And (not surprisingly), this actually takes less time than the shuttling back and forth.  So that extra time you asked for?  You just got it.

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