We’re not doing it because we want to take on the consultancies. It’s just that clients are dragging us there through the questions they’re asking us … [questions around] eCommerce, marketing, tech … it’s a very different offering.” (Mike Cooper, PHD Worldwide CEO)

As creativity worked its way back into the spotlight and conversations at the Cannes International Festival of Creativity this year – to the relief of many – so, too, did discussions around the evolution of the agency model, with the common theme being: Please, please, please don’t over complicate it.

“Everyone was like, ‘How could you leave the creative world behind?’ I don’t believe I’m leaving anything behind. In the world we live in today, media is creative, creative is media. Consumers definitely don’t divide it up into all the silos that we do,” said John Osborn, who left the creative world of BBDO New York last year after 25 years to join the media side as CEO of OMD US.

Osborn told Adweek what he really hopes to see from agencies is simplification.

“We complicate it so much,” Osborn said. “What clients need is the ability to make better decisions faster. We spend a lot of time carving it up – this division versus that division. Clients want us to provide real-time solutions.”

And just as media and creative increasingly cross over, so too does consulting and agency work, Mike Cooper told Adweek.

“We’re not doing it because we want to take on the consultancies. It’s just that clients are dragging us there through the questions they’re asking us … [questions around] eCommerce, marketing, tech … it’s a very different offering,” Cooper explained.

“I’m sure that’s all media agencies,” he added. “We’re all moving into the consulting space.”

Cooper noted PHD is now being asked to set budgets, which historically would not have been a responsibility of a media agency. Over the last year, he said PHD has also “spent a tremendous amount of our money building an investment and planning capability.”

The full article is authored by Erik Oster, Lindsay Rittenhouse and Patrick Coffee for Adweek.com