"The only way is up" - John Ford writes for Mumbrella
by The One Centre
![](https://theonecentre.com/wp-content/uploads/2017/11/John-HeadShot.jpg)
15
November, 2017
15th November 2017
There are four big opportunities we’re eyeing at the One Centre, as John Ford explains in this thought-provoking piece, published by Mumbrella.
Creative services as we know it are under attack from various technological and territorial forces and we need to fight smart. In this excerpt, Ford answers the big question: where to now for creative agencies?
![](https://theonecentre.com/wp-content/uploads/2017/11/IMG1147_S17_823final.jpg)
The One Centre was a high-growth business before the GFC hit – hard. In 2008, the agency had grown revenue to $12.5 million annually and built a blue chip client base with brands like Woolworths, American Express, Jetstar, The Red Cross and Freedom.
The agency’s overseas work was booming, branding the Asian Games in Qatar, creating global platforms for Audi, rebranding Tiger beer in 50 markets, and working with the world’s biggest developer, Nakheel, branding Palm Mall and other mega-developments in Dubai.
We were twice named in BRW’s Fast 100 list of fast-growing companies and were recognised as a Young Export Champion by the Federal Government’s Minister for Trade and Austrade.
Then the GFC struck, and overnight, Nakheel, our biggest debtor stopped paying, and a number of clients locally and internationally were ordered from on high to stop all discretionary spending. The combo of a big bad debt offshore and sharp slowdown crippled cashflow and sent The One Centre into administration in 2009.
A year later, I reopened The One Centre after deciding not to let a one-off global crisis determine its fate. It was an opportunity to completely rethink our model and rebuild our services from scratch to meet new and emerging client needs – over the same period, many bigger agencies had remained inert.
I wrote down the general business lessons I’d learned from the GFC experience. Most of these were about risk management.
I wrote down the general business lessons I’d learned from the GFC experience. Most of these were about risk management.
I decided that as a project based agency, we would keep our overheads low by having a flexible resource base. Being multidisciplinary was one of our key success factors, but instead of having every resource in-house, I built a network of specialists to support a core cross-disciplinary team.
I also realized it takes a village to raise a business. You can’t do it alone. So I surrounded myself with a network of good counsel, connections and capital, and designed our future model for partners, not just staff.
I vowed never to expand internationally without deep pockets and well-connected local partners, especially in places where the business culture is different.
Most of all, I learned the global economy and geopolitical environment is unpredictable. It can change fast, so be ready. You can’t bet on it all being tailwinds. You need to have a vision but remain agile and willing to pivot.
![](https://theonecentre.com/wp-content/uploads/2017/11/TOC-Outside.jpg)
The big question: where to now for creative agencies?
Managing risk in business is one thing, but managing relevance is the overriding concern for most creative agency leaders. Creative services as we know it is under attack from various technological and territorial forces and we need to fight smart.
Some of the big questions I’ve grappled with are:
- How do we deal with global management consultancies driving down into creative services, adding more competition to an already saturated market?
- Where will we achieve growth this time around in a world where clients are taking enormous quantities of production in-house, or coordinating it with low-cost micro suppliers, or importing it?
- How do we counter the media industry vacuuming up marketing budgets and commoditising creativity in the endless pursuit of reach in the black hole of digital media space?
- And how do we benefit from the innovation and start-up economy when the pervading culture in many new and disruptive ventures is to bootstrap brand?
![](https://theonecentre.com/wp-content/uploads/2017/11/TOC-Teamwork.jpg)
Earlier this year, I attended a talk by technology investor Daniel Petre, who spoke about the importance of problem-solving skills, creativity and EQ in the era of AI and machine learning. There are reams of data driving our industry, but it’s ideas that disrupt and emotion that connects.
His talk echoed the big four opportunities we’re seeing at The One Centre in this new agency economy.
1. Creative management consulting
One area where I see great opportunity is the advent of global management consulting firms driving ‘down’ into marketing services in order to own a bigger share of their clients’ transformation and innovation spend.
This will force agencies to get smarter and drive ‘up’ to compete. It also provides greater dimension and polarity to the industry, which makes positioning easier, in a way.
There is plenty of space to not just compete with the big consulting firms, but to use the space they are creating to offer a like service for smaller and mid-size companies, and for big corporates who want a more agile partner.
At The One Centre, we are betting on being an IP origination business, not just a manufacturing business, as a key to surviving and thriving. An ideas an innovation company for brands.
“We are betting on being an IP origination business, not just a manufacturing business”
2. Customer experience champions
The pervading start-up culture seems to be more about being first to market than best to market. Yet many smart private equities, venture capital and innovation focused big enterprises recognise that success in the market is a marriage of great idea and great brand and customer experience. They’re not inseparable. The power of an idea is its experience.
For creative agencies, we need to lead the charge on this philosophical war or end up not benefiting from the innovation economy.
We need to advocate clients investing equally in offer and experience because disruptive new ideas need compelling new realities to change beliefs and behaviours.
“We need to advocate clients investing equally in offer and experience because disruptive new ideas need compelling new realities.”
![](https://theonecentre.com/wp-content/uploads/2017/11/Audi-BrandTerminal.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/11/MnCO-Artwork-1.jpg)
3. Cross-disciplinary creativity and flexible production
Creative agency models once relied on doing thinking and ideas cheap and making money out of creative production.
While I think we’ve all got a lot better at pricing our IP, we’re now faced with new production and execution competition – our clients.
Many clients are building sophisticated in-house digital, design and content capabilities. And many have micro supplier networks locally and globally that can do things faster, cheaper and with greater control (less hassle!).
Rather than battle this trend, I’m betting on owning creative origination and orchestration and being flexible and agile in production. We’re focusing on where clients see real value, which is in big ideas, cross-discipline conceptual expression and orchestrating quality delivery, in partnership with them and their supplier systems.
“We’re focusing on where clients see real value, which is in big ideas, cross-discipline conceptual expression and orchestrating quality delivery.”
4. Connections planning
Another big opportunity I see is to bring back a ‘media agnostic’ connections and media business as a core pillar of a creative agency offer, as we are at The One Centre. I’m talking about a Bellemy Hayden or Naked type offer, but totally integrated as the third dimension to our process, so we can consult, create and connect in one.
To create disruptive ideas that aren’t part of the data set, we need to rethink our approach to media, which has become far too big data focused and not big thinking focused enough. There seems to be an obsession with reach versus looking at the relevance and role of media in the customer journey and the importance of context to express and connect a brand idea to its audience.
Clients’ budgets are so stretched trying to fill vast real estates of media, especially in the digital realm, chasing increments with low rent creative material. Creative is almost becoming incidental, as if presence is more important than relevance, originality and impact.
There are big and small operators in the media space riding this wave and vacuuming hard, advocating ‘data sciences’ and automation over differentiation because it’s a lower cost, lower effort way for them to serve and suck.
The trouble is, ultimately, everyone is using the same tools, and like the trend in commoditised creative production going client side, AI is going to take over media planning and optimisation.
What we are betting on is objectivity, insight and original thinking in this space. We need to help our clients think both analytically and laterally so they are not just battling it out in the vacuum, but owning spaces inside it and out, which relate to both positioning and path to purchase in a uniquely relevant way.
“To create disruptive ideas that aren’t part of the data set, we need to rethink our approach to media, which has become far too big data focused and not big thinking focused enough.”
![](https://theonecentre.com/wp-content/uploads/2017/11/Cashwerkz-Penelope.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/11/TWFT-Girl-1.jpg)
A new approach for a new era
The GFC taught us some valuable risk management lessons. It also provided a one-off opportunity to completely review our offer and services for a rapidly changing world.
We have rebuilt the agency into an ideas and innovation company for brands with a highly flexible model.
Our role is to help clients create and launch new things to the world with three core services: consulting, cross-disciplinary creativity and connections.
Our goal is to double in size over the next five years, although I’ve learned that size doesn’t matter so much as significance and stability. We don’t want to sit at the more commoditized production end of the market. Instead, we’re pursuing new, higher-end opportunities with the energy of a start-up and the wisdom of an agency that first opened its doors 18 years ago.
“We’re pursuing new, higher-end opportunities with the energy of a start-up and the wisdom of an agency that first opened its doors 18 years ago.”
We need to own the spaces that clients will continue to demand and which can’t be replaced by intelligent machines: big thinking, big ideas, expansive creativity, emotional artistry and know-how for non-standardised production. ‘Strategy + Artistry’.
I’m also betting on working in a flexible way with clients, where we set the direction and orchestrate delivery through both our and our clients’ resources.
We might be 18 years old, but we’re more than ever experimenters and adventurers working with our clients to help them create the future.
Read the full article here:
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Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Minimalist Japanese brand Muji expands empire with fresh food market
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Technology
20/09
Teenage Engineering
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Technology
29/08
A forest where gods live
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Fashion
23/08
Louis Vuitton teams with Supreme for ultimate brand collaboration
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Technology
9/08
Technological Nature
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Technology
26/07
Playful Palette
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Fashion
24/07
Nike creates graphic feast for Air Max
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Transport
21/07
Volvo returns to safety positioning in masterpiece film for the new XC6O
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Products
20/07
Ikea to employ Syrian refugees in social sustainability project
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Technology
11/07
Screens of the future
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Technology
10/07
Apple’s extravagant new campus brings brand values to life
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Products
27/06
Transformative Appetite
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Products
21/06
Dove launches Real Beauty Productions to tell stories of real women
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Technology
9/05
Rapid Liquid Printing
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Lifestyle
7/05
The brands coming out to support the LGBT community
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Media & Entertainment
1/03
Abstract. The Art of Design
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Retail
13/12
Target creates mini-musical spectacular for Christmas
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Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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Transport
14/08
BA tugs the heartstrings with Visit Mum film
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Transport
4/06
Leave the world behind with Volvo
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Technology
9/05
IBM & The World's Smallest Film
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Fashion
11/04
Burberry merges digital and physical worlds
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Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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Lifestyle
25/10
Red Bull goes Stratospheric
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Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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