Opinion Ten years of change

By Tom Shepansky

Rethink opened its doors exactly 10 years ago amidst the euphoria of the first Dot Com boom and the hysteria of the potential Y2K computer crash. A lot’s changed since then. But even more surprising is what hasn’t.

Technology: The game changer

Without question technology has impacted every aspect of our business. Today, every media channel is shifting based on technological advancements. Whether it’s the PVR changing television viewing habits or daily news being read in a digital format, we have access to more customized content today than ever.

Technology has also changed how we communicate with consumers. Over the last ten years we have shifted the conversation from a one-way monologue to a two-way conversation. No longer is branding about telling a story with the hope that it’s understood and accepted. Today, the web allows consumers to have a voice and through this dialogue a brand is shaped. The Internet has allowed us all to become better listeners and as a marketer this has become a really valuable tool to help shape our work.

Creating big ideas is still Job One

While our media mix is different and it will continue to shift, the thing that remains as valuable as ever is the importance of an idea that brings a brand to life. Our underlying belief is that a big idea can change everything. These days, an idea can come from more sources and will be examined and scrutinized by consumers. But its value to a brand is still critical.

The process for creating a big idea today is no different than when we started out. You still need a great strategy. And you still need great creative thinkers who can bring that strategy to life across all mediums.

When we opened our doors, we looked for Rethinkers who were ambidextrous— we wanted account people and creative staff who could work seamlessly between online and advertising and design. Today, you can add social media to the mix.

Our focus on the ambidextrous has meant Rethink has grown without the walls and silos that plague other agencies. Instead of dealing with scores of different project managers, most of our clients deal with one person on every aspect of a project— from digital to design and back.

Enter the Age of Accountability

Another thing that hasn’t changed is our clients’ focus on results and accountability. In the Internet age, results have become more measurable— and therefore even more important. We are entering the age of analytics— and accountability.

What does this rise of science mean for a “creative” agency like Rethink? Quite frankly, we welcome the accountability. We’ve always known that being surprising and fresh is the best way to get noticed. Now we’ve got the analytics to prove it.

We’re also used to tweaking creative to make it work better. In the Broadcast Age, that sometimes meant remixing the audio on TV or radio spots once they’d aired to make them perfect. Today, it means lots of A/B testing on the web, and tweaking sites constantly to get even better results.

This focus on results is core to Rethink’s DNA. Ten years ago, we launched our Rethink Rebate— after we negotiate a fee with a client, we set aside up to 5 percent to be earned out based on criteria set by the client. This is true profit at risk.

In 1999, we were the first agency to offer such a plan. Ten years on, we’re still the only agency. Which goes to prove, the more things change, the more they stay the same.

Posted November 3 by Tom Shepansky, Rethink founding partner.

To hear an audio podcast version of this piece, click here.

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