Real Change: We all want the same thing
Branding is my passion and I’ve had the great privilege of working in the industry for 10 years, on both the client and agency sides. My career has taken me all over the world, from France to Russia to China to Singapore and I’ve had the opportunity to work on truly iconic fashion brands like Givenchy, Maxime Simoens and Christian Dior.
Still, I was looking for a professional breakthrough – a new approach that motivated me, excited my clients and delivered effective results; a new team made up of brilliant and daring individuals, that I could admire and learn from as well as support and inspire; and an opportunity to work with courageous clients who were ready and willing to break the rules.
To spark this change, I took on the role as General Manager of bluemarlin Asia-Pacific. As a company with a rich legacy in brand design stretching back over 20 years, I knew that I would be part of a world-class team with a reputation for award-winning creative work. In joining this year, I also had the opportunity to be part of its evolution into a strategic consultancy with its launch of Mettle Thinking.
Within the first two weeks, I travelled with our CEO to meet our clients in Asia and introduce our new proposition. Meeting marketers, digital experts, innovation teams and brand leaders from various categories enabled me to understand one thing: we are all looking for the same thing – a true partnership based on mutual respect and honesty that propels us to do phenomenal work that wins over the consumer, delivers on commercial goals, and puts the brand on a path of continued success.
Clients want an agency that thinks differently, inspires them with a clear vision, assures them with a global knowledge of its category, and understands the practicality of its markets. Lots of agencies come with great ideas but few are able to properly execute them. Even fewer are able to achieve differentiation and resonate with the consumers they are targeting.
As for us, we want clients that have that challenger mind-set to defy their categories and offer something strikingly new in the market. A client with one eye on the prize and the other on the future, that’s willing to take a chance and make an investment in making its brand legendary. Lots of clients say they want this, but few truly have the courage to do what it takes and even fewer confident enough in their agencies to provide it.
I believe that at bluemarlin, we’ve been able to develop a model in which everyone gets what they want. I am not going to give you our exact recipe for happy and effective client-agency relationships, but I will say that bringing together a pool of eclectic and talented people is key, as you need your brand to be looked at from different perspectives in order to provoke a unique and powerful idea. You need to know that consumer journey is no longer linear, so get smart and anticipate its constant changes and get comfortable with breaking the rules.
But most importantly, find an agency to give you what you want and deliver what you need. For the past 20 years, bluemarlin’s motto has been ‘Braver’ – whilst we’ve evolved to better meet the needs of our clients, this remains true. So if you’re looking for a creative agency partner that is willing to be real with you, to challenge you, and to support you in disrupting the market with provocative ideas and powerful creative that gives you edge, then please get in touch.