What is the structure of a typical Creative Advertising Agency?
Answer As far as we’re concerned there is no difference in structure from a creative and full service agency. Being in the business for nearly 25 years we have seen boutique (creative hot shops, or do anything agencies), mid-size (agencies that do all the grunt work) and larger, full service agencies operate in various forms of structure. Back in 93 Geoffery Roche launched THE new model of agency – away with all suits – no account execs – in fact in the press conference they reportedly marched in a coffin stating death to account managers. About the same time Paul Lavoi of TAXI had created a creative agency in Montreal whcih to me was never mind what we say, watch our feet and they changed the way advertising was approached but introduced graphic design to their business mix. And then enter Rethink – a samll Canadian West Coast agency that approached things differently again – all of them awarded agency of the year several times each, but as they won so too did the large agency models.
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