CMO: Wait? Why won’t you be our Agency of Record?
X&O: Well, for starters, we are not an agency.
CMO: OK, fine, consultancy. Whatever.
X&O: Actually, we are not a consultancy either.
CMO: What are you then?
X&O: We're like the baby they had together. A network of experts built to get to bigger ideas faster.
CMO: Ok, then why won't you become our Baby-Network-of-Experts of Record?
X&O: Because the whole ‘Of Record’ thing needs to die.
CMO: Die? That’s a bit dramatic, don’t you think?
X&O: Ever hear of Darwin?
CMO: Yes.
X&O: What was his biggest lesson?
CMO: Adapt or die.
X&O: Right. The AOR model was invented in the 50s and 60s. Is marketing your business or your business for that matter the same as they were in the 60s?
CMO: No.
X&O: So why do we still do it the same way?
CMO: What's wrong with the AOR model? My team of 20 is always there for me.
X&O: Regardless of whether your business is on fire or a moment of chill -
CMO: Yes -
X&O: Or whether the data dictates you pivot
CMO: Right.
X&O: Or whether culture begs you to respond quickly-
CMO: I see where you’re going…
X&O: It’s slow, hierarchical and talent-burning and cash-burning. Agendas change, market conditions evolve, culture-defining events happen. And yet the team you turn to for answers stays exactly the same.
CMO: So what's the alternative?
X&O: Build the best team for your money whether in-house, consultants, fractionals, agencies or combination thereof. Don’t spend it all in one place. There’s too much talent out there to be tied down. Surround yourself with the best brains for the task at hand.
CMO: For each project?
X&O: Isn't each project different?
CMO: I guess so. But it’s easier to one stop shop.
X&O: Who would you prefer to do heart surgery? A heart surgeon? Or Your General Practitioner?
CMO: The Heart Surgeon.
X&O: And would you choose the surgeon by their skill or by which hospital they were affiliated with?
CMO: Well, my insurance…
X&O: Ok, pretend like insurance didn't matter.
CMO: I wish. But yeah, in that case, of course I’d pick them based on their skill.
X&O: The same goes for marketing. Let the experts expert. Surround each challenge with the appropriate minds. Problems are best solved by those suited for them, not who’s available.
CMO: I get it. But you’re asking us to rethink everything.
X&O: Isn't that what you're asking your customers to do?
CMO: You're hired.
X&O: For?
CMO: This project. Not for everything.
X&O: Now we’re talking.
XOXO
#notanadagency #newmodel #advertising #marketing