‘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.”
‘Pouring gasoline where it needs to be poured’: Why a DTC seafood company is rethinking its ad spend
One DTC company is moving away from Facebook and Instagram as the need to diversify media plans continues to heat up.
U.S. retail and fashion brands are cautiously optimistic about Biden’s ‘Buy American’ plan
President Biden's plan, as proposed in July, would set aside $400 billion for government purchases of American-made goods.
Marketing Briefing: Marketers and agency execs are hoping for more optimism post-inauguration
As marketers “wait with bated breath for this to pass quickly,” as one media buyer noted, there seems to be the potential for optimism.
SponsoredThe evolution of shoppable content lies in social media streams
With the physical and social aspects of shopping stripped away due to various lockdown restrictions around the globe, shoppable social media is poised to fill the void. In a recent example, Instagram launched its Reels and Shop tab for users to connect with brands and creators — and to discover products. The social media platform will […]
Why Adidas treats esports deals like media partnerships, not sponsorship deals
The versatility of esports allows for a much wider demographic than other sports and entertainment.
‘Must be a better way’: Why Mother is getting into the media business with new independent agency
The idea was born out of frustration with the current media agency landscape and more requests for integrated media and creative for new business pitches.