Simon Hambley, director of Live. Works with Davison Williams and Performance Comms
We’re seeing a trend for clients to bring us in to come up with the campaign concept, and then trust us to deliver parts of it that are outside our core capabilities. That’s where collaboration comes in.
When we are lead agency on a project, we know we’ve built up a number of partnerships in specialist areas to help us offer more services to our client. For example, we work with brand design agency Davison Williams, which specialises in point-of-sale.
The food chain
Advertising agencies are used to subcontracting, but event agencies are further down the food chain, so I think it’s testament to how seriously clients take experiential agencies that they’re prepared to trust them to be lead agency on a campaign.
When clients want B2B and B2C
Crown is delivering a campaign for car manufacturer DENSO, which has three audiences. There’s the B2B launch to European distributors, a B2C objective and a media objective. We’re doing the B2B launch, while our partner, Performance Comms, is working on the social element for the wider end consumer market.
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