Adding value chairman Randle Stonier this morning urged agencies to think smart in order to create integrated campaigns that are financially viable long-term.
Speaking at the opening session of this year’s C&IT Agency Forum, currently taking place at Excel London, Stonier said: The classic agency model of the 80s and 90s, where every area of expertise is covered under one roof, is now completely unsustainable and has gone for good. The key thing is to have the right people, who know how to secure the right services from the right suppliers and have a strong, reliable freelance base that you can call upon.
Stonier’s seminar session was entitled ‘The Winning Event: How Vodafone and Adding Value scooped the Platinum Award’, and analysed his 20-year partnership with the telecoms giant, during his time at Skybridge and then Adding Value.
The partnership saw the fledgling agency claim the Platinum prize at this year’s Eventia international awards for the ski incentive ‘Courchevel 1850: The Phenomenon’. The integrated campaign, which saw a three-month internal promotional push culminate in two four-day luxury ski trips, was credited with achieving a 44% uplift in sales for Vodafone.