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Follow the Sherpa

Last years, we got clarity on what we can do for our clients and why we should do it this way. We took the decision to push for a digital focused vision of the brand where the web is the center piece of a mass media driven campaign. A use of media that is made and build around problems solving. A structure where we as an agency help our clients find the real problem. Our best successes were cases where we sat down with clients defining a key issue to solve through a digital-driven campaign.

Now, great news is that we’re not alone to go into that direction! How happy I was to start reading Razorfish’s Digital Outlook 2009 report (digitaloutlook.razorfish.com/), and came along those lines from Clark Kokich, their Chief Executive Officer “What’s not so apparent is the impact this change is having on the role that advertising agencies play within client organizations. It’s not just about the work that agencies do, but rather, it’s about the actual role they should be playing in setting business strategy, designing product and service offerings,delivering service after the sale, creating innovative distribution channels and developing new revenue models. (…) In this environment, clients need ideas that will transform their business. (…) Experiences that have the ability to add value, create new categories, surprise, delight, serve, simplify, entertain and tell a story in an entirely new, richer way than ever before possible. (…) This is the role that agencies must fill now. Clients need us to bring them business ideas. They need us to expand beyond our traditional role of being great communicators. We need to be great thinkers and problem solvers as well. (…)”.

Arent’ we really lucky to live that change?