Page 106 - AdNews magazine Mar-Apr-May 2023

Like every other agency, we’re just trying to find the balance.”
Chris Dodds, cofounder and managing director, growth & innovation at Icon Agency, says some clients want more for less and sign-offs are
taking longer – indicators of a slowing economy.
“Conversely, Icon Agency’s integrated services are in demand as there are
fewer management touch-points and time/cost efficiencies for projects.” Art versus commerce. Who’s winning? “Art brings humanity and authenticity to commerce. Creativity touches the heart and mind. If you
can win both, people will gravitate to a brand and remain loyal.” Dodds says a key issue is navigating the need to maintain a flexible work-
place, which is good for people; and the cultural needs of a workplace. “Finding balance is important. Icon attracts talented people as they’re
attracted to more purposeful work.
“Purpose is discovered by interrogating your ethical and moral beliefs,
and then scaling to a collective belief system that informs the type of work your agency chooses to undertake. It’s complex but important work. It’s also fluid and will change over time. Our focus is on work that has a positive impact on people, communities and the planet.
Agency culture. How important is that? “How important is air?”
Luke Simkins, group creative director, Mediabrands Content Studio: “Clients are not immune to the pressures of economic downturn. This is
currently driving concerns and will only increase as we start see- ing things unfold.
“Specifically, I have noticed a move towards wanting work that drives fame and gets brands noticed as opposed to work that aligns with a cause. I think fame is #1, but there is also a huge appetite for relatable content at an affordable price, with a fast turnaround.
“You can slow art down, you can even censor it, but you can never really beat it. Over time humans have proven that the appetite for art is ALWAYS there. Our industry borrows from and is inspired by art as opposed to cre- ating it, so I find comfort in know- ing it isn’t going anywhere.
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