‘Egos need to be checked’: A Digiday+ town hall with Ogilvy & Mather’s Lauren Crampsie
Lauren Crampsie, worldwide chief marketing officer at Ogilvy & Mather, joined us on Thursday for a Digiday+ town hall on Slack, where we chatted about consultancies, talent and why brands need to focus even more on “brand.”
We hold Slack town halls every two weeks, and in between, we have editorial chats and group discussions on industry topics. Become a member of Digiday+ and join us.
Here’s what you missed from our conversation with Crampsie.
Consultancies can’t be agencies
“The best agencies have always been consultants. We start and end with our clients’ business issues, period. [Consultancies] never started and ended with execution. Consultants do incredible work at diagnosing business problems; that’s their heritage. But they do not have expertise in how to translate those problems into tangible, executable communications.”
Consumer choice is where agencies can find a purpose
“Many people talk about the complexity and fragmentation of the marketing landscape, which is all important to look at, but what I think about more is the complexity of competition in products and services. With more and more disruptors in the marketplace, there will be more and more choices for consumers, and this is where ‘brand’ will play a larger role than ever. The agencies that can understand the totality of the brand purpose and ecosystem, then how that marries directly to an intimate consumer experience will be the ones that win. But those agencies have to know what they can do well and where they need help. Egos need to be checked. Clients need to come first, and collaborators will be key for agencies.”
Relationships need work
“The media and creative agency relationships [need work]. I don’t think anyone can say in a debundled world that they’ve cracked it. We are focusing more and more of our client relationships on deep collaboration with our media partners; it’s all strategy by execution — no decks on how we should be working more together with Venn diagrams, just actually going out there and doing it. If we break an egg here or there, so be it. But ultimately, it will result in the best possible brand and media ROI for our clients.”
At agencies, furloughs are the new layoffs
Agency execs and experts believe that agencies are more inclined to use a furlough than a layoff if they have that option. Agencies are a people business and the need to retain top talent any way they can will likely encourage agencies to use furloughs when possible.
Member ExclusiveMall rats: Gen Z shoppers are rerouting the future of physical retail
As “retail apocalypse” rumors continue to fly, teenagers are reviving shopping centers’ foot traffic. Among the draws are a social experience, immediate gratification, a personal branding opportunity and a much-needed break from their mobile phones.
‘Everyone wants control’: Traffic soars, but programmatic ad prices drop
Since the onset of the global pandemic, advertisers have either paused or pulled media dollars, which has sent programmatic prices haywire. All of this has been driven by the uncertainty of what lies ahead.
SponsoredSurvey: The threats of deceptive ads in 2020
Publishers and advertisers: How are you planning to block, eliminate and avoid deceptive ads in 2020? How will deceptive ads impact the 2020 election? Are you seeing deceptive ads that exploit the coronavirus crisis? Take this short survey and we’ll provide the results.
‘More volatile than ever’: Freelancers brace for a rough job market
Due to the coronavirus, freelancers say the job market is much more competitive and that, overall, prospects are slim to none.
‘Your communities want to hear from you more than ever’: How SAP CMO Alicia Tillman is leading through the coronavirus crisis
SAP felt the hit of the coronavirus outbreak early on this year, canceling three of its own customer events and a large presence at SXSW on safety grounds. As the situation developed, SAP’s CMO Alicia Tillman instructed her team to reprioritize the media mix around digital and short-term activations that can help its corporate customers […]