In a Turbulent Creative World, Is ‘the Idea’ Still King?

The way we work is a subject that’s rarely far away from the industry’s collective conversation. Accelerated by the pandemic, but driven by more fundamental trends, we’ve dedicated plenty of column inches and pixels to topics like hybrid working, the decline of the traditional agency model, and an increase in the number of independent agencies. 

This is about how we work - but what’s the connection between all of that and the work we do? For Matt Litzinger and Kaitlin Doherty, co-founders of The Local Collective, these industry changes are precipitating a renewal of ideas which is all about delivering better outcomes. 

“Business models change. This idea of the ‘old guard’ or ‘old way of doing things’ needing to modernise, evolve, or change isn't remotely new”, says Kaitlin. “But a killer idea, an awesome headline, or an unexpected visual - these things never seem to go out of style”. 

“A lot is changing… but a lot isn’t”, agrees Matt. “However I do think the way advertising is consumed is evolving. And some of these ways open themselves to ‘new’ verticals for creative output. How you solve product placement in a movie is different then how you solve product placement in a video game, for example”. 

In parallel to conversations around industry changes, there have been plenty of recent revolutions in the ways audiences see, consume, and engage with media. With the tectonic plates of the media ecosystem moving, perhaps it’s no wonder that the ad industry is in a state of flux in response. And yet, as Matt and Kaitlin go on to explain, this has only strengthened the importance of ideas over processes. 

“It’s upped the creative ante”, says Kaitlin. “Audiences have a higher expectation for entertainment and craft. And with that there is a high expectation for consistently bold ideas, and for both agencies and marketers to partner together and create big results. That close partnership with brands also means that structural changes have to happen at agencies to allow for this - it's harder to create that dynamic with a client partner in a holding company model, because the focus of the senior team is pleasing the network as much as it is pleasing the client”. 

By contrast, the emergence of more nimble ways of working - be they independent agencies or creative freelancers - negates the impact of internal politics on the work. As a result, there’s a potential for cleaner, crisper ideas which cut through and appeal to modern audience’s sensibilities. 

Matt, however, is keen to stress the nuance of the debate. “Maybe, but I think that implies that people have changed what ‘breaks through’ to them… which I have a hard time believing”, he says. “I think people may fall in love differently now than they did 20 years ago. Technology affects their courtships, alters their dating habits, and changes the way intimacy can happen. But it's still two humans falling in love. I think advertising is very much like that. The methods of delivery change, but the fundamentals behind what works stay the same”. 

At the same time, both Kaitlin and Matt agree that there is no one ‘right’ way to work in order to thrive in 2024. “There’s nothing inherently wrong with being part of a holding company”, suggests Kaitlin. “Every client should go with an agency model that fits their internal realities, goals and expectations. And that same sentiment works for employees”. 

“The worst thing about being a part of a holding company is also the best thing: You're a part of something”, adds Matt. “And that comes with its benefits and its burdens”.

For The Local Collective, being an independent agency has worked out well. “Our size is one of our biggest assets. I watch our teams move mountains, and they do it so quickly without layers of process barriers”, says Kaitlin. “It's funny, I think if you just focus on making the campaign great, the ‘efficiency’ and ‘effectiveness’ follows. A more effectively mapped out process chart is not going to guarantee a campaign's success. But a team obsessing over making a campaign great almost always does”. 

So, for all the talk of evolution and industry changes, Matt and Kaitlin are both sticking to what they know to work. “I think the future feels the same as it always has done”, suggests Matt. “Winning is about creativity, taking risks, and challenging the status quo”. 

“We're always going to be evolving but, in my opinion, nothing ever will beat the currency of a great idea”, concludes Kaitlin. “Whatever else may change, the core of why we all go into this crazy business isn't going anywhere”.