Five years ago On Ideas was just a small idea. As were Facebook, Twitter, and all of the other social media technologies that have profoundly impacted our lives and businesses. I wish I could say that our growth has been as meteoric as Facebook, but I can say that we have accomplished our short-term goals ahead of schedule.
On Ideas was born from one very powerful idea, conceived by its founders, that helped to dramatically affect the future of our first client, Winn-Dixie Stores. From the power of that idea, a remarkable new kind of advertising agency has been created. It is staffed and driven today by people from multiple disciplines that have a common vision for the future and the way that advertising should be created.
In the same effort, we’ve seen clients focusing on different criteria when choosing an agency. Today, that decision is a lot more complex than it used to be.
We have seen brands “un-bundle” relationships to be visible and effective in all of the new and emerging media and technologies. The thought being: “I need an expert to build my website, or social media program.” Today, like On Ideas, many agencies have done an excellent job of integrating these communication disciplines into their cultures, and many clients are realizing now that the loss of integration that occurs when a brand takes on too many partners, is not beneficial to their businesses.
Some agencies are very aggressive, and that has understandably made many potential clients very wary of opening their doors to meetings with suitors. One result of this is the “RFP.” Ostensibly, RFPs are a way for procurement to obtain information on a level playing field. In reality, this process is just as ineffective in choosing an agency partner as it is for choosing a new mate. Clients who invest a modicum of time getting to know their potential partners invariably end up making better choices for their businesses. This doesn’t need to be a laborious process, but it should include some element of working together to see what a working relationship might feel like.
Another definitive criteria in selecting an agency has been price. It’s also something that is going to become even more important in the new economy. Here’s my view on this: A client who approaches an agency with a take-it-or-leave-it posture on what they are willing to pay for services, likely gets exactly what they pay for, and often, little more. A client who wants a partner, and wants to work with an agency for the long run, will receive infinitely more from an agency, especially On Ideas, even when they find their demands are growing and their budgets are shrinking.
On Ideas is committed to continually being responsive to these trends, allowing ourselves to make a stronger investment in digital technologies and encouraging and training our multidisciplinary teams to be on the forefront of advancements within the industry. Equally important, successful agencies will need to remain focused on their strengths, as they refine their agency brands to reflect those assets.
On Ideas will continue to show that we are a true partner in our clients’ business and build ideas to advance their brand.
Have a meaningful and prosperous new year,
Tom Bolling
CEO, On Ideas, Inc.
