In 1986, Claude-Olivier became a partner of Zurich-based Farner Public Relations and created their agency in the French-speaking part of Switzerland. In 1990, he founded Rochat & Partners. Besides a unique network of contacts, Claude-Olivier has strong experience in banking …
|"Agency independence means one very important thing – We focus exclusively on our clients."|
Peter V. Stanton
The independent firm’s only priority is its clients’ business requirements. It isn’t burdened with the demands of a parent firm to meet quarterly shareholder expectations. For the wholly-owned firms, there is an inherent conflict of interest between the expectations of shareholders and meeting client needs and expectations. While some might argue the two are interrelated because without successful client programs, agency business suffers. In fact, the conflict arises more subtly and far sooner. In the wholly-owned firm, when campaigns are structured and account teams assembled, higher budgets and younger, less experienced professionals are assigned to the work. This increases profitability and thereby shareholder returns. By comparison, the independent firm is able to assign senior professionals, continue to service the relationship even when the client budget ebbs, and maintain a long-term focus in the relationship rather than just a focus on contributions to the parent firm’s quarterly statements.
It’s good to be independent.
|“Creativity is not just a color palette, a fancy logo or a pretty picture. Great creativity is the collaboration of brilliant ideas, of goals turned into actions.”|
In the most literal sense, creativity can be an ambiguous term. Does it require creativity to develop a press release or is it strictly reserved for designing an ad?
Creativity is not just a color palette, a fancy logo or pretty picture. Great creativity is the collaboration of brilliant ideas, of goals turned into actions. It requires imagination, inspiration—sometimes from the most common or oddest of places—and a willingness to take a risk. Go beyond your comfort zone and think of new ways to approach an idea or initiative.
When your communication goals are set and a plan is in motion, creativity is often found in the balance of this risk. Where do you fall on the scale?