How to become an uppercase ‘C’ creative agency

I think creative agencies fall neatly into two categories: The uppercase C ‘Creative agency’ and the lowercase c ‘creative agency’.

Uppercase C, as in the primacy of creativity, is truly believed in. The business is structured to enable and nurture the most brilliant, innovative thinking and output designed to create fame and transform a brand’s fortunes. They stand up for their beliefs. They go the extra mile. No one pushes them harder than they push themselves, because they turn up every day to do the best work of their lives. They know what great looks like and have the passion to deliver it consistently. And lowercase c, as in tell us what you want, and we’ll do it.

You know instantly which one of these two definitions your agency fits into. And so does everyone else. Now, apply this methodology to all the agencies (studios/pirate ships/collectives) that you can think of. Unsurprisingly, the uppercase C Creative agencies are the ones who immediately spring to mind. Am I right? The ones who attract the best talent, do the best work, and consequently draw in the best clients and have the best margins. The ones journalists want to write about, and the ones new business consultants want to put on pitch lists.

Why are there 'uppercase C' and 'lowercase c' agencies?

So, if being an uppercase C Creative agency provides so many financial, staffing, and reputational benefits, why would anyone choose to be a lowercase c creative agency?

Now, I honestly don’t believe that anyone sets out to become a lowercase c creative agency. We all want to work or lead somewhere amazingly successful, do great work and be around inspiring people. I think that it ends up happening to an agency for a few different reasons.

Firstly, it’s because there isn’t enough genuine talent to go around. Great talent gravitates to great talent. And as it’s a human capital industry, if you don’t have the talent, you’re in trouble.

Secondly, not everyone knows how to create a sustainable environment that inspires, nurtures, evaluates and protects great creative work. Consequently, with the best intentions in the world you won’t make the progress, deliver the work, attract the talent and get talked about the way you’d hoped.

Fortunately, the second point can be taught. And, if you’re open-minded, willing to learn, and prepared to commit to building that environment, then the talent will come.

Moving from 'lowercase c' to 'uppercase C'

In collaboration with the IPA and my partner in numerous crimes, Kev Chesters, I’ll be explaining how to make it happen in a full-day training workshop on Wednesday, 1 October at the IPA HQ in Belgrave Square. It’s aimed at anyone who works in a creative agency and can see the benefit of helping it to become an uppercase C Creative agency.

We’ll be covering:

Understanding creatives and the creative process. 

• The nine behaviours of successful creatives. And how to embrace and harness your own creativity.

Creating the right environment for great work.

• The importance of a creative culture in promoting innovation, adaptability and resilience. What exactly is a creative culture? How can you build a successful and sustainable one?

Building client relationships that enable great work to be bought.

• How to build trusting long-term relationships. Understanding the difference between selling and buying.

Great work starts with a great brief.

• The principles of a great brief. How to write one that inspires great creative thinking.

What does great creative work look like?

• Understanding the difference between the heart and the head. How to make sure that it is strategically sound without compromising the output.  The idea is 80% of it. And so is the production!

The art of giving great creative feedback. 

• The dos and don’ts of creative feedback. The psychology of motivating creatives to do the best work of their career.

There’s an uppercase C agency bursting to grow out of every lowercase c agency; they just need the right help to make it happen, and joining us in October is a great place to start.

Mick Mahoney has 30+ years of experience in the advertising & communications industry and has won over 150 major industry awards, multiple Lions, Pencils, and Arrows. Mick will be running a workshop on creative brilliance and how to inspire, shape and deliver great work in October.

The opinions expressed here are those of the authors and were submitted in accordance with the IPA terms and conditions regarding the uploading and contribution of content to the IPA newsletters, IPA website, or other IPA media, and should not be interpreted as representing the opinion of the IPA.