The myriad approaches and structures evident across agencies in New Zealand reflect that there’s no right or wrong way to do things. As long as it makes money and drives effective results for clients, it has a right to exist.
One of the clearest examples of this is Shine, which in addition to producing traditional advertising campaigns has also started a range of businesses with its clients. This unique approach has led many in the industry to question whether or not Shine is in fact an agency or something else entirely. However, Shine managing director Simon Curran doesn’t is not one to let agency chatter detract from what he’s focused on.
“We try to keep out of the debate of how to classify us. The best thing we can do is find the best ways to truly add value to our clients.”
Curran says that agencies should always take a business-centric approach.
“We often use this soundbyte: ‘if it was your money, how would you spend it?’ And this is part of the reason why, through our partnership with Lion, we started investing in our own ideas. Because ultimately, if you’re only as good as the idea you sell for a fee, you’re not really demonstrating the type of courage you’re asking your clients to trust you with every time you recommend something to them.”
In addition to entering the hospitality business with Lion, Shine has also signed a joint venture with another client and is currently in due diligence with two others. And Curran says having skin in the game has drastically changed the way he talks about the business.
“Your language starts to change. It becomes more about due diligence and what the business requirement is and how we solve that through creativity rather than questioning whether they want a TV campaign or a digital idea.”