What is the biggest danger that causes an agency to fail?
It is not always easy to apprehend a very fast changing world .. looking at everything differently while keeping authenticity. Flexibility, mobility and ease in connection with new consumption and behaviours. Always needing to be very up front on the eco-sustainability step change, the environmental and societal evolutions, and the very challenging financial budgets from clients. Clients, who negotiate and sometimes do not respect all an agency can bring. This can sometimes lead to projects that do not have enough resources.
What is the most important characteristic of a successful agency?
Keep it easy – avoid bringing all the outside stress into the agencies. Stay an independent business to be driven by passion and not determined by shareholders, who sometimes do not deeply understand an agency’s role in life for people and for a better planet through the design value chain. Never losing touch with reality. In our case, creating branding and packaging for brands and products that attract and create emotions. Bringing wellbeing pleasure and true value to consumers, who buy and use us every day.
The full article was recently published in the German magazine creativ verpacken.