MERCADEO Versión en español
Bruce McColl of Mars: Brands are locking agencies in creative imprisonment
Manuela Walfenzao| 29 de octubre de 2015
McColl: La mala paga, las restricciones creativas y la burocracia impiden que las agencias hagan su trabajo
For Bruce McColl, Mars global CMO, most brands keep their agencies in “creative imprisonment”. He presented this view in depth at the Australian Association of National Advertisers conference that took place in Sydney. “Low pay, creative restrictions and suffocating bureaucracy are preventing agencies from doing their best work” McColl said. “I call upon clients to reevaluate their agency relationships and ask themselves if theyre providing the respect an empowerment that creative partners require”. He asked: “Are we creating conditions where they are prisoners, or are we creating conditions where they can perform at their ultimate ability and we can have mutual success?” “We know creative makes an impact on our profit, so we need to make sure were giving them enough money to reward their own team” he explained. But he said that paying them fairly is only a start. “Its important to establish long-lasting relationships. I can’t understand how anyone expects to get good work from partners if they are under constant threat of dismissal. We don’t want a culture of fear and dismissal from our agencies”.McColl criticized brands, including Mars, for placing too many creative restrictions on agencies. “You need to have your agency give input and to let them challenge you” he said.
