ANA Annual Meeting

Execs at Deutsch and R/GA weigh in on the in-house trend, agency manifestos and white pants

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For this installment of "Remotely Entertaining," shot in the waning hours of the Association of National Advertisers annual Masters of Marketing conference in Orlando, Florida, last week, we speak with a couple of folks on the agency side of the equation.

Both in charge of new business at their respective agencies, Maggie Connors and Dave Edwards (from Deutsch and R/GA, respectively) are largely aligned on the issues.

For example, Connors and Edwards, perhaps surprisingly, agree that the trend among brands to bring agency capabilities in house can potentially have great upsides, especially if it serves their needs quickly. Less surprisingly, they say the creative may suffer.

"When you really want creativity, you're going to get that at an advertising agency, not necessarily on the client side," says Edwards.

As for the incredibly shrinking CMO trend, both say it poses real challenges for agencies.

"When I look back on my list of things that I've pitched over the last 15 years, I keep coming around a lot of the same brands because the turnover is real," says Connors. "You have to create relationships and sometimes they move on quickly and it's hard."

Topics where they disagree: on the personalization trend, the artificial intelligence landscape and the role of the agency manifesto video in client pitches.

You'll have to watch the two of them play a game to find out why.

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