‘Direct to Client’ strikes fear into the hearts of many advertising agencies, with brands increasingly turning direct to production companies to create their content, such as Glamour Reel Movies. Converse has also launched a beautiful ‘Thank you’ project in Japan to celebrate its 100th anniversary and thank loyal customers http://thankyou.converse.co.jp/
Digital Agency WAX Media launched at the end of 2007 and is starting its assault on the advertising industry, throwing insults at ‘old and slow’ advertising industries with its offering of digital advertising, integrated creative and strategy and a transparent, economical and flexible approach. WAX Media’s team include digital agency consultant to Grey Worldwide and Saatchi NY Asa Bailey, Patrick Holtkamp and Phil Tidy – joint owners of production company Draw Pictures, along with Draw’s head of production Andy Bell. Brands are also involved, including Bob Brimson, consultant director of creative services at Universal Music and Mike O’Keefe, head of content at Sony BMG.
Patrick Holtkamp, WAX’s managing director, explained to Contagious: ‘WAX was set up to offer a cost effective and creative solution. By integrating an experienced commercial production team and by using top commercials directors as “creative directors" we are cutting of quite a few layers of fat. The same person who works on the creative will direct and oversee all production.
Asa Bailey bemoans the fact that ‘even now, a massive number of agencies are still making money from hiding costs and from undisclosed margins’.
Bailey continues to say that clients are very much in control of what they can demand from their agencies: ‘In line with smarter clients and a more transparent models, we are asking clients to look at their agency and to ask the question "are we getting good value from our agencies" if the answer is yes then fine, but if you get the run around when you ask your agency to audit, then dig deeper and look harder.’
Bailey cites WAX’s key offerings as comprising creative teams who are also commercial directors and new media designers, cutting back on outsourcing and a transparent budget, paid ‘in line with the value that we deliver to your business’.
Agencies continue to value the brand guardianship and strength of relationships that ensure that the best creativity and innovation can come to the forefront, but with brands such as Mars, Harpers Bazaar and Universal Music Group already taking up WAX’s services, a one stop shop for brands is an attractive proposal.
