By RICK SIEGELLEBERG”If we’re looking for the next big thing, we have to get in front of it.”—Michele Breen, chief marketing officer at ad agency KPMG”We’re just not that innovative,” said Nick Bevans, chief operating officer of global brand consultancy Gartner.
“If you look at our product offerings, we’re not the most innovative.”
Breen, who is also CEO of marketing agency Preet Bharara, said the company is trying to find a balance between the business and the creative side of its portfolio.
“We’ve got a pretty small team,” he said.
“We have to have a mix of both and that’s where the company really needs to start.”
The company has been experimenting with the idea of launching an advertising agency, which Bevins hopes will allow it to get into more lucrative new niches.
That could also help it avoid the pitfalls that have plagued other big companies in the past, such as losing the original ad buyer for a new ad.
“It’s a good fit, in the sense that it has a bigger budget than a traditional agency,” he explained.
“That gives you a lot more flexibility.
It gives you more flexibility to innovate.”
While KPM Gartners is in a unique position to do this, it’s not the only ad agency with the potential to make this a reality.
Many of the most successful ad agencies have had success with smaller ad teams, which can cost anywhere from $50,000 to $200,000, Bevens said.
“Ad agencies have the capital, but they don’t have the people to run it,” he added.
“There’s a lot of people that are looking for jobs in that space and they’re trying to do it for free.
If you look around the world, the big agencies have always been more focused on paying people.
They’re going after big clients, and that means they have to hire people.”
To help promote its product, KPMgarts has partnered with a digital agency to help with its strategy.
The company is also taking the opportunity to work with more than 20 of its brands, which means it can reach out to the broader advertising community.
“There’s been some amazing work done by brands over the years,” Bevands said.
“(The partnership) is really an opportunity to really take a deep dive into the business.”
For the next six months, KPS has launched a new app, the KPM-Gartners Hub, that allows users to check out all the different KPM ad services in one place.
KPM is also working on a new partnership with the ad agency Creative Agency Worldwide, which will enable it to work more closely with the brands it works with on ad campaigns.
Breen said KPM would be exploring all these avenues in the coming months, but added that it would have to find creative ways to leverage the new platforms in order to succeed in the future.
“What I’m trying to say is that we need to be the right partner for our clients,” he noted.
“So we need a partnership that gives us the ability to really get to know our clients, understand the brands and understand what’s important to them.
So I think we’ll have to be a little bit more creative about what we do.”