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Lets be passionate… again.
As over used expressions go, ‘we’re passionate about…” is high on my list.
A well known sofa companies is passionate about their new designer collection, a large travel operator is passionate about giving me a relaxing time and a certain regional development agency is passionate about have me investing in one of their towns.
I might be odd but, I would ague this is about as passion inducing as a proverbial wet weekend in said town!
So what do I think is worth getting passionate about?
Well, I will avoid the obvious temptation to be crude and politically incorrect here – which is actually quite difficult for me – and instead focus on three independent agencies I have met recently to illustrate my view.
Each of these agencies does very different things. One is a UK based branding consultancy focusing on packaged goods, the second is a creative boutique in Switzerland and the third a full service creative agency from South Africa.
Now on the face of it, an eclectic group of businesses but, when you meet them the thread of commonality becomes clear – they are all deeply passionate about what they do, and I don’t mean a glib ‘statement of beliefs’ line in the credentials. These guys have a passion for their chosen discipline, they get excited by it and importantly, they induce real excitement in others when they talk to them about it – the sort of excitement that makes your skin tingle when you understand what they are driving at and why.
This is rare… which is rather disappointing given our industry’s raison d’être is to excite, inspire and be creative in its broadest sense.
Without a doubt, these agencies ability to deliver this infectious passion is product of their owner’s drive and belief that they can do something different but, it’s also more than this. It’s about having the convictions to stand by your beliefs and be in an environment that allows this to happen. It’s about delivering ideas not mudded by internal agency politics. It’s about being independent and able to deliver what you believe to be the right solution for a client’s needs – and not necessarily just the one you know how to do. Incidentally, this is also the route to increased profitability – but that’s the subject of another blog ;-)
And this is the point, real passion of belief in our industry is rare and something to be cherished. It’s a mark of difference and can be a way to make more money. Its natural breeding ground is the independent sector where by the very nature of having to be, agencies are more creative, responsive and client issue focused.
So come on everyone, lets be passionate again - it’s time for a group hug!
Paul Squirrell 19th March 2010
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