Brands want big ideas without the fuss (but don't tell anyone)

After writing the article 'The Ad Agency Model Is Broken - Here's Why' a short time back, I cannot tell you the avalanche that has hit me as a result of this. I've learned some things about our industry, and mostly that brands want something new and without all the fuss.

This article was just one of the many that I regularly roll out and didn't really think that much about it, but the response to this one in particular has been life changing and perhaps industry changing. So, here's what happened.

Firstly, I received 1000 LinkedIn requests to connect in 24 hours, and it has crept up in the thousands since then with 10-30 a day coming in each day still. At first I thought I'd been spammed by some automatic LinkedIn bot. I just couldn't handle them all and simply had to 'accept all' in the end. I had 198 personal emails to my inbox within 48 hours with lovely messages of appreciation and support, and many industry creatives wanting to find a new way of working too. The post has received over 14,800 view, and most of all it has attracted an audience of 1822 CEO's in business....that's a ridiculously big number at 12%. The next nearest was Creative Designers at 5.3%.

(By the way - There were a number of people in big agencies that this peaked an interest in too, I might add, but only 63 who gave a moment's interest, despite me initially hoping it would help them too).

Industry trade press jumped on it and wanted to share it too (thank you). I wonder about their analytics too?

This article got global interest from New York (mostly), UK, Sydney, Melbourne and LA in that order, according to the LinkedIn analytics. Most of all, the phone calls are now coming in the door with brands who want to chat about how they can do things differently, and even how they can do more in-house and be supported in the process. I had a GIANT global brand call me personally, and chatted on the phone with a full team of marketing people for an hour and a half about this. They thought it was a revelation and wanted to know how they could be empowered to do things differently. No complaints from me!

So, it seems that there are many others that share my concerns about the way we are working and the impact this is having on the industry, including the ageism it is causing too. The best talent are being pushed out of agencies. I have absolutely no doubts about that and the thing I didn't realise is that brands think so too.

Since this time, I have been awarded a winning place as one of Westpac's 200 Business of Tomorrow because I've created a purpose driven, innovative business that is sustainable for the future (so I'm told). I'm so chuffed, not just for me but for the entire industry. Brands deserve better, as I always say, but so do the best talent who are getting lost in the current system.

What's the big learning out of all this wave of interest?

I know without a doubt that brands want something different. They don't want endless time-sheets for no outcome, they don't want the hassles of the slow agency process, and want to access great creative who have the most experience and with no vested interest in any recommendations. They want strategy and thinking that is independent and perhaps now that consultancies are no longer independent, this is all the more reason to work with integrity in a new way? Even with big agencies on board they still want to access great talent and work off the roster - Yep, you heard it right.

They don't want the fuss. They want the best independent ideas and advice.

So, those 63 people from big agencies - there's your insight to turn your business around. That's market research for you. Remove the fuss and keep a hold of the best and experienced talent. Change your workflow to be more efficient and don't use one process to fit all clients. How about limiting the head count in meetings so the time sheets don't rack up unnecessarily?

Those 1822 CEO's that wanted something different, now you know that there is another way and you are not alone. Those ridiculous numbers of creatives looking for another way - then please know there is another solution too... brands value you, even if agencies don't.

The over-riding learning though is everyone said 'wow, you're so brave to say this stuff'. I didn't really think so in honesty. When it comes to doing the right thing I don't think much about it and felt I was a little invisible before this. I thought I was helping the industry - as a former coach to creative businesses, I could see what needed to be done. What I do know now is that many of the creatives are so worried about saying something in case those big agencies are going to put them out of business somehow. But I don't think this is the end, I think it is the start. No need to be silent any more, this is the future.

Have I accidentally started a revolution here?

Anne Miles is Managing Director of International Creative Services, winner of Westpac's 200 Businesses of Tomorrow and a collective of some of the industry's best strategic and creative thinkers.