Clark Kokich, AvenueA/Razorfish CEO is introducing the second part of the Digital Outlook Report, asking our feedback on ‘the client of the future‘ as opposed to the agency of the future, stating that ‘agencies aren’t the only organizations that need to change‘. Companies are divided into silos that makes it a hard job for the agency to pitch correctly the client. Who has the power to buy an integrated idea?
Part of my answer is here . The CMO acting as a super account leading a cross multidisciplinary team. I also think the client of the future should also be challenged with the same 4 scary questions Joseph Crump, AA/R Executive Creative Director, is challenging the creatives with – before starting a project (in the same report):
- Are we aiming high enough?
- Are the right people in the game?
- Are we willing to fail quickly and to be wrong a few times before we are right?
- Is there a story there?
As for me I’m willing to be part of the Client for the Future panel Clark is suggesting. Great idea. I’m quite sure Marcus and Valeria would be interested too.
I’m interested and would venture to say that CMOs today need to have a very important skill to succeed at what you propose: the ability to connect and be connected inside their organization (in addition to having the pulse on the market for their company’s product/service).
The multidisciplinary team is how I like to work and I am working on an integrated idea at this time. Thank you for continuing the conversation and asking the question(s).