ADVERTISING IN ACTION Agency Model of the Future_ experience he brings isnt available to a lot of clients at Advertising agencies come in all shapes and sizes Russell is sold on the new model Although he and with varying degrees of specialization. Certainly believes there will always be large accounts that want clients have myriad options to choose from when multinational agencies, peopie in the current market deciding what type of agency partners to work with. Want nexibility and creative products at a much lower In a farger agency, there are some cost issues to con- cost. How is the new agency doing? Canadian Pacific the like) mean overhead costs rise and, ultimately. Ralway, one of its first clients, is very pleased. They clients may have to pay more for the services they demonstrated a hair-trigger respansiveness, says receive. Enter a new agency modet, a model sparked by communications at Canadian Pacific. Mactean liked the four successful agency veterans and one that is very streamlined operations. 'At some agencies you meet an light on extras - it's four guys and an army of freetanc- army of foot soldiers creative directors. associate creers ready to tackle any marketing communications ative directors, account directors. With 123W I know challenge. Even the name of the agency is unique - who's doing the work, and they dont charge me 5350 123W-which happens to be the longitude of Vancouver. Per hour." where the agency is located. Scot Keith, one of the founders. descrites the judge is this the future model for adverfounders, describes the agency as an "on-demand" tising agencies? model where a roster of freelance talent can be hired on a project-by-project basis. Different projects get different taient, Keith says. We can assemble and mobilize a team literally in an hour of some of the finest taient in Canada-13 Two key foctors prompted this startup agency. First, the recession of 2008 left a lot of agency taient on the sidelines as massive restructuring took place in the industry. Second, advertising budgets are shrinking and marketers are trying to achieve more with lessthey are looking for better value from their business suppliers. The four partners know the traditional model well-all were key players. 5 cot Keith was generat manager at Lowe Roche and Zulu Alpha Kito. Jett Harrison was a creative director and partner at Rethinks and Aryan Collins and Rob Sweetman are wellregarded. award-winning creative directors who worked at Rethink and Dare. Most of the freelancers have similar backgrounds, so the level of expertise avaitable is significant. Alan Russell is one of them. Russell recently made Advertising Age's list of top 10 creatives in North America and has worked with full-service agencies such as Palmer Jarvis, Grey Advertising Canada, and BBDO Canads. At 61 years of age. the level of Questions 1. Why there are some cost issues to consider whille when deciding to work with a larger advertising agency? 2. "Enter a new agency model". What type of model is refered to and how it works? 3. What were two key factors prompted the startup of this agency? 4. What were previous experiences of the four partners that made them know the traditional model well ? 5. Why a lot of clients at established and larger agencies do not have access to the experience that freelancers provide? 6. How is the new agency doing? ADVERTISING IN ACTION Agency Model of the Future_ experience he brings isnt available to a lot of clients at Advertising agencies come in all shapes and sizes Russell is sold on the new model Although he and with varying degrees of specialization. Certainly believes there will always be large accounts that want clients have myriad options to choose from when multinational agencies, peopie in the current market deciding what type of agency partners to work with. Want nexibility and creative products at a much lower In a farger agency, there are some cost issues to con- cost. How is the new agency doing? Canadian Pacific the like) mean overhead costs rise and, ultimately. Ralway, one of its first clients, is very pleased. They clients may have to pay more for the services they demonstrated a hair-trigger respansiveness, says receive. Enter a new agency modet, a model sparked by communications at Canadian Pacific. Mactean liked the four successful agency veterans and one that is very streamlined operations. 'At some agencies you meet an light on extras - it's four guys and an army of freetanc- army of foot soldiers creative directors. associate creers ready to tackle any marketing communications ative directors, account directors. With 123W I know challenge. Even the name of the agency is unique - who's doing the work, and they dont charge me 5350 123W-which happens to be the longitude of Vancouver. Per hour." where the agency is located. Scot Keith, one of the founders. descrites the judge is this the future model for adverfounders, describes the agency as an "on-demand" tising agencies? model where a roster of freelance talent can be hired on a project-by-project basis. Different projects get different taient, Keith says. We can assemble and mobilize a team literally in an hour of some of the finest taient in Canada-13 Two key foctors prompted this startup agency. First, the recession of 2008 left a lot of agency taient on the sidelines as massive restructuring took place in the industry. Second, advertising budgets are shrinking and marketers are trying to achieve more with lessthey are looking for better value from their business suppliers. The four partners know the traditional model well-all were key players. 5 cot Keith was generat manager at Lowe Roche and Zulu Alpha Kito. Jett Harrison was a creative director and partner at Rethinks and Aryan Collins and Rob Sweetman are wellregarded. award-winning creative directors who worked at Rethink and Dare. Most of the freelancers have similar backgrounds, so the level of expertise avaitable is significant. Alan Russell is one of them. Russell recently made Advertising Age's list of top 10 creatives in North America and has worked with full-service agencies such as Palmer Jarvis, Grey Advertising Canada, and BBDO Canads. At 61 years of age. the level of Questions 1. Why there are some cost issues to consider whille when deciding to work with a larger advertising agency? 2. "Enter a new agency model". What type of model is refered to and how it works? 3. What were two key factors prompted the startup of this agency? 4. What were previous experiences of the four partners that made them know the traditional model well ? 5. Why a lot of clients at established and larger agencies do not have access to the experience that freelancers provide? 6. How is the new agency doing