Tuesday, February 03, 2009

Brand evolved. Agency too...



The video above was produced by Scholz & Friends, a self-described network of friends that functions as an advertising agency, interestingly using the entire spectrum of communications tactics to deliver brand advertising for a broad range of clients. According to their website, their approach is a composite similar to that of a band where "we compose solos for individual voices and we design orchestrated campaigns which bring together a multitude of different instruments." You can explore all the different agencies in the group by country or by instrument here.

In their own words...

"Scholz & Friends ist das einzige europ√§ische Agenturnetzwerk deutschen Ursprungs und seit der Gr√ľndung 1981 eine der Top-Kreativadressen der Kommunikationsbranche. Als „Orchestra of Ideas bietet die Agenturgruppe das gesamte Spektrum der Kommunikationsinstrumente an: von klassischer Werbung, Public Relations, Online, Event, Promotion, Architektur, Dialog, Design bis zu TV-Produktionen."

The business structure is also a radical departure from traditional agencies even though as indicated above they do provide all the requisite services - classical advertising practice, public relations, on-line/interactive, event production, architecture, copywriting, design right through to TV production.  In 2003 the network was formalized, and a group of roughly 40 leading executives across the agency business became shareholders in this new agency format. Of that forty executives, 12 members were then selected to sit on the 'board', which is basically a revolving committee that has been mandated to discuss key issues across all subject areas within the network.

This is a very interesting approach to crafting an agency business model and distinguishing between the members. While it is perhaps similar to the "colors" of Dentsu, it seems less personal than the individual colors and somehow more practical in terms of defining expertise and value. I'm not saying it's better - but it is similarly unique.

You can find more videos from them on their YouTube channel.

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