Big agency Technique without the big agency
Technique: We have worked in and with some of the world’s biggest and most sophisticated clients and agencies, and some of the smallest.
We have observed over many years that there are a lot of clients who don’t want to work with big agencies: too slow, too complicated, too pedantic. But small agencies often aren’t knowledgeable enough about good methods to produce great work.
Yorkshire Sculpture Park:
Art Without Walls
Act Against Bullying:
Website strategy, design and build, for the leading anti-bullying charity
World Child Cancer:
“This incredible childhood cancer ad takes you on a journey from safe harbor to looming horror in 30 seconds”
Angela Natividad, AdWeek
The Technique offering explained
We have worked in and with some of the worlds biggest and most sophisticated clients and agencies and some of the smallest.
We have observed over many years that there are a lot of clients who don’t want to work with big agencies: too slow, too complicated, too pedantic. But small agencies often aren’t knowledgeable enough of good methods to produce great work.
And the majority of clients aren’t formally trained in managing their agencies to get the best performance from them.
And so we have formed Technique to do two things:
- Deliver great creative work for clients who don’t want a big agency relationship but do want great output
- Through skills training, to help clients manage agencies in a manner that enables agencies to deliver their best creative work
We operate in the three primary areas of brand communications:
- Brand identity
- Web design and digital presence
Technique creative work
It is surprising that very few people responsible for communications are formally trained in best practice methods to manage their agencies to get the best out of them.
After all, it is the agencies who deliver the communications that the client is responsible for, and so it seems essential that the client should manage them to best effect.
It can’t be in the best interests of the employing organisation, or for the personal development of those individuals managing communications not to have those skills.
And so we have developed a range of training modules to allow clients to develop their skills and to get the best from their agencies. They are customisable to the number of people being trained and the client culture / timings / budget.
We provide these services both to clients of our creative services and to clients who choose to buy our training services alone.
Training modules include:
Defining your brand: Describing it in terms that creative agencies can work with.
Selecting an appropriate agency: e.g. Don’t use a designer if you need a campaignable creative idea. And don’t appoint an agency if they build their reputation on creative awards and you don’t offer the potential for that…and how to recognise whether or not you represent that potential.
Running a pitch…and when you should do so, and when doing so will almost certainly ensure that you get a bad outcome.
Briefing an agency: Making the brief inspiring to creative teams.
The importance of Impact, Comprehension, Differentiation and Motivation.
Evaluating creative work. For instance, is there a campaign-able creative idea that dramatises the proposition?
Managing agency performance: How to increase the likelihood of great work…and how to decrease it.
How agencies view clients and how they make their money: always good to know, but particularly relevant when selecting an agency or running a pitch.
We have worked on some of the most commercially successful and creatively awarded campaigns that have ever run, such as Stella Artois and Cadbury.
And with some of the most process led communications clients, such as J&J and P&G.
We bring that experience to bear on every project we work on.
At Technique we have experience in and with some of the best clients and agencies in the world.
After a degree in History from Sheffield University Rick gained a postgraduate diploma in Advertising and Strategy, before joining Lowe London as a Planner. Rick met James when working on the Vauxhall account. After a few years working on ‘Sure’ and other Unilever brands he joined James and Simon, becoming a Partner some time later.
Starting his career at Nestle, Simon moved to what was Whitbread Beer Company, managing some of the most creatively and commercially successful campaigns to run in Britain, working with BBH and Lowe at the height of their powers
He joined Lowe as Managing Director of their strategy business, leaving five years later to form the Solomon Group with James.
James began his advertising career with the Soho agency Yellowhammer. He has worked for David Ogilvy and Frank Lowe, enduring questionably tough assignments shooting on location for the Jamaica Tourist Board and product testing Prince Charles’ favourite tipple, Laphroaig. He latterly kept the Duracell bunny going and launched the anti-fur campaign for Lynx.
We’re at 33 Great Pulteney Street, London, W1F 9NP.
That’s in Soho.
Tel: 020 7478 8300
You can contact us using this form
Or you can contact the partners here:
07808 293 820
07771 975 610
07946 601 555
Adidas and Nike have always shared territories by using a roster of stars to say nothing much in particular (apart from something about aspiration), but here they seem to be stamping on each other’s boots like never before: We don’t think much of either of them...
As you know, James ran the London Marathon on Sunday. What? You didn’t know he ran the marathon? Where have you been for the last nine months? We wish you’d told us. We’d have joined you there. He finished in 4 hours 13 minutes in his first (and please God, let it be...
We were amongst friends this morning, discussing our respective weekends. Some of us had been watching the Ryder Cup, some had been to see Chelsea play, some had been to a heritage property with their family. Then we asked another of our party what they had done? "I...
Our full blog
(Opens in a new window)