McCANN WORLDWIDE?
Out of context: Reply #17
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- tOki0
I'm shortly starting a new job at a large agency (local BDDO satellite) heading up the digital creative, and I can assure you that we will not be outsourcing any digital design or creative to other agencies unless we get absolutely swamped. We will however be sending most of our development to digital shops, as keeping a full blown technical team is a deeply involved undertaking and is not something you just tack onto your business. Unless you are in product development or doing a lot of enterprise work, it's hard to keep a large enough team of developers across the range of skills required. So it makes more sense to be good at the creative (which is really what they should be good at) and use suppliers along the way where it makes sense to get the best result.
I'd like to add,
Advertising agencies are not just about "big ideas", I happen to know of a major global agency who recently completed a several thousand page document for the military outlining the social media landscape to help them in all areas, from soldiers posting racist and sexist content, to recruitment and even national security. The thing is a veritable tome of internet science, pyschology, mixed with advertising advice and information to even help guide goverment policy. It was prepared by a large team of business analysts who worked on it for months at a probably cost of millions of dollars. There was not a drop of creative work involved, yet the agency is actually known for its consumer work (the government stuff goes largely unnoticed.)