1) In 2016 data showed up for work. From our strategic teams to our creative departments, data found a seat at the table and its voice in the room. Surprisingly, when properly applied, it felt human, insightful and a welcome contributor to the creative process.
2) Our clients sent a very clear message this year to strip away our organizational complexity and focus on ideas capable of transforming their businesses and brands. For us this meant breaking down the silos and tapping into the most diverse talent we have to offer, regardless of where it resides in our organization. Being liberated to work together, across agency brands and disciplines has fundamentally changed our work environment and ignited possibility.
3) Our Super Bowl work for T-Mobile this year lit up the social channels. It connected and was shared, over and over. It embodied the Un-carrier mission, took on the category leaders and reaffirmed their advocacy for consumers in a broken business. I’m guessing it also ruined the big game for some of our competitors. As a Canadian I was pleased to see that it also made noise north of the border.
4) Agencies need to become “makers.” The demand for content, in all forms, has become a strategic imperative in our clients’ determination to be cultural relevant and current. Continuing to outsource all production will inadvertently welcome “frenemies” and compromise our position as brand stewards. Production partnerships must be formalized and an appropriate percentage, internalized.