Many are saying we’re in a creative talent crisis, but perhaps talent has simply moved from a singular workplace to multiple locations. New models of creativity are being inspired by other art forms. We see these creative evolutions as the rise of the Ensemble.
An ensemble is a temporary team of talented creators, strategists and subject matter experts. They form as a group around a particular task or challenge and iteratively work through the development in similar ways that bands enter the studio to record a song or performance.
This session will focus on the role of the creator in today’s changing agency environment and the rise of the gig economy. Ensembles: How the Gig-Economy Will Change the Way We Create
We explore how new types of creative partnerships are born during times of transition. We’ll also talk about the responsibility of agencies and clients to understand and expect better content.
THIS IS ABOUT TRUST
◻ What happens when you work with your friends?
○ Strategy becomes lunch
○ Discovery becomes hanging out
◻ Who’s at your label?
◻ Trust wins the day with better ideas
◻ Antithesis of procurement
“We want to
bring good music
to the people.
That’s what it’s
- Gord Downie
TO THE HIP, WITH LOVE
◻ Audience first thinking - what do they want?
◻ What happens when you lead with
values and audience first?
◻ Brands and agencies start to align on passion
“A record deal
you an artist, you
make yourself an
- Lady Gaga
WHAT’S WITH THIS
WAR ON TALENT?
◻ There isn’t one. Companies are
Focusing in the wrong direction.
◻ It’s not about retention
○ It’s about positioning
○ Clients get the content they deserve
◻ The best talent isn’t at your shop
○ They’re on the couch… or they’re leaving your shop.
I found out, can put
SO WHAT’S THE
◻ There isn’t one, there are lots
◻ There’s a new creative moral code
STAYING RELEVANT IN
◻ Show up on time
◻ Focus. Only sell what you’ll deliver
◻ Don’t rush to form a company
◻ Rush to create collaborations and content
“I guess we were
to trying to
- Geddy Lee
WHY ENSEMBLES WORK
◻ 100% support
◻ Make the other person look better
◻ Take turns leading
◻ No hierarchy
“The industry is
- Nikki Sixx
◻ Not being authentic
◻ Lack of focus
◻ Saying yes to everything
◻ The more you say no, the more
opportunities will come
◻ Forgetting the objective
◻ Not having each other’s backs
◻ Find your ensemble (and a great producer)
◻ Be a great producer
◻ Be a great partner
◻ Pick a “Jam”
◻ Know what you don’t know and be okay with it
◻ Stay on the couch - wherever you want to be