Colenso BBDO has redesigned the agency to focus on creative collaboration, clients' customers and new ways of working.
NZ agency, famous for work with clients like DB Export, MARS and Spark,
has developed their offering to keep ahead of the market. The changing
client and customer needs placed on traditional agency models has driven
Says Scott Coldham, MD: "These challenges clearly demand we re-assess
how we remain relevant and we've pursued the things we believe will help
ensure creativity continues to flourish. We're conscious of three key
areas: how we collaborate to solve problems, how we evolve towards being
an agency that represents not just our clients' brands, but their
customers too, and how we disrupt old processes."Colenso&Co
of the agency's new initiatives has seen them call on key partners to
have a physical and a virtual seat in the agency; a process that fosters
collaboration when client problems or opportunities arrive in the
Says Nick Worthington (left), creative chairman: "Ultimately,
we want to provide agnostic solutions to our clients' problems. Often
the solution isn't advertising. Colenso&Co is a partnership
structure with a group of specialist companies - Facebook, Google,
Perceptive, Scion and Soul Machines to name a few, to ensure we are
seamlessly exposing our clients to the best thinking. When casting, we
can call on these partners to build truly cross functional teams to
solve for the outcome.
"Partnering with these companies isn't
necessarily a new thing for our industry - formalising a process that
benefits from their collective thinking power is.
"It enables us to get better, without necessarily getting bigger."ColensoCX
2016, Proximity and Touchcast merged into Colenso BBDO, enhancing the
agency's direct, digital and data offering. The agency has further built
on these capabilities, with the Clemenger Group acquisition of
Perceptive - a customer intelligence agency - in June 2017. The agency
will also welcome a new member to its senior management team from
Accenture Singapore mid-year. Each acquisition has led to growing the
CX, business transformation and growth expertise that's since become
engrained in the Colenso culture.
Says Coldham (right): "How companies
re-organise themselves to outpace change and stay ahead of the consumer
is increasingly putting pressure on the shape of our creative product.
We will continue to enhance our capabilities to keep pace with change
and simplify clients' business problems, extending our creative thinking
beyond traditional communication-led briefs."New ways of working
an agency integrates with the increasingly diverse operating models and
expectations of organisations requires different team structures,
different skillsets and different approaches and there are a couple of
ways that Colenso are adapting to ensure more ideas happen, more often. Colenso Ventures
appointment of Gavin Becker from consultancy Made by Many in NYC has
paved the way for an innovation offering. It's designed to help clients
develop new products, new services and new business ventures to help
them move into the white space so often monopolised by start-ups.
presents a completely new way of working. Short sprints that embrace
live prototyping of ideas and consumer engagement with them - giving
organisations newfound confidence to pursue initiatives. The offering is
gaining real traction - especially with brands that are experiencing
strong new market entrants or require different routes to market for
their products, services and experiences. Colenso Studios
Studios is the collection of Colenso's traditional studio function,
creative technology, social, production, experiential and its in-house
content business, Flare.
Led by its COO, Paul Courtney and his
creative group heads, it enables their clients to access the 'doing'
capability of Colenso with ease when speed, accuracy and quality are
paramount. Priced to reflect this, Studios is managed with streamlined
processes to deliver on time and on budget, whilst maintaining the
standards Colenso's clients value.
For clients with existing
frameworks or brand platforms, global material to adapt, or simple local
content and delivery requirements in any channel, this offering
provides access to Colenso's delivery powerhouse in new and economical
Says Coldham: "Everything has changed, and nothing has
changed. While we'll never walk away from the brilliantly beautiful
power that creativity can have to affect change, how we get to it and
deliver it requires an appreciation of the significant changes that are
happening in our industry, and our clients'. We're confident these
gestures will help forge another successful chapter for our creative