People say that big bodies are the future of large institutions – you need massive scale, deep pockets and advanced technology to live. However, in this case, 25 years later, I saw the best work of raw creativity and true interests.
Of course, some people think that the platforms of enterprises and giant teams are responding. I believe that the future will start quickly, rapidly, and refers to flexible agencies that bring fresh ideas on the table. The old “bigger is better” the way the thinking changes. These days, brands really want partners who buy them and bring something different to their work and are the place where independent institutions are shining.
Why are the brands go independently
We took our fun background in Mosean and applied the kinematic story of everything from the game to Pharmatech. When the Cheesecake factory came to us, we threw a standard restaurant ad player and created something controlled and live with a narrative.
Look around. You will see the brands for the work passing by the noise and make it turns into the Indians. Tubi and Coors Light are the waves with bold, irrational social campaigns. The beats by NBA and DRE are connected to cultural-original creativity among generations. Chipotle and American Express proves that social-first thinking is managed both emotional contact and business results. None of them came from Holding companies – all is an independent work.
The presence of a special focus is not limited, free. Actually lead to concepts and work that causes resonance.
Today’s customers must move at the speed of lightning, extend their budgets and become culturally relevant in a constantly changing landscape. This is the best of independent institutions.
Our flat structure means less hoof to pass. The thoughts move to real cooperation with real, realistic cooperation than the concept. Although large agencies can take months to start a campaign, independent stores like us in weeks.
Developing talent means more innovation
Real innovation occurs in small, independent stores. The upper talent wants to do meaningful job. They want their thoughts to see the daylight, do not lose in approval layers. He is energy contagious.
Yes, there are sources of holding companies. But independents do not try to be them; We ignite our trail. We try new tools, solve real problems and truly cares to do great jobs.
I always see in Mocean. Some of our most innovative AI applications come from only those who practice themselves. When people feel really strengthened, creativity is blossoming.
The role of technology
We as a tool to develop a state of AI but thoughtfully, to develop our work, to replace human creativity. We use platforms like Midjourney and Chatgpt to facilitate the rude concepts and rapidly repeat the ideas.
Some partners still define the AI comfort zones we still respect. In the meantime, we build the experience, so we are ready to lead when it comes to time.
Creativity businesses will always need a person’s view and creative instinct. Independent institutions get it and we protect the place for it.
Customers see the difference. Is talent. More creators leave large agencies for small, more passionate teams, which work more than office policy and results.
Our strength consists of adaptation, interest in and set in partnership before the process.
I have not excited more than twenty-five years and never progress. Creativity still wins. The interesting still wins. People still want to work to do them.
MICHAEL MCINTYRE is the CEO of Mocean.