The Office

O'Henry's 2

This is my office.

Well, it’s one of them.

I have several stashed all over the country.

New York, Chicago, Austin, Denver, San Francisco, wherever I lay my creative hat I’ve got a coffee house to call home.

Because that’s the great thing about being a creative partner in a virtual agency: you can work anywhere and the coffee is WAAAAY better.

No more agency Keurig pods of dubious pedigree.

Just a double shot cappuccino, fresh roasted from Columbia’s finest in a spot where the vibe is always good and the ambiance invariably conducive to creativity.

These are attributes of a typical morning at the office.

They also constitute the only overhead to running a 40+ network of professional advertising talent.

From the bean infused environs chronicled above, I can write, create, oversee, strategize, pull together the teams, review work, produce, direct and generally run the whole shebang from a single soft backed chair.

It works and it works well.

Moreover, it seems to me that this decentralized creative set up thingy is increasingly becoming the model-de-jour.

The ongoing quest for better and smarter work, more provocative strategic thinking, and greater freedom to pick and choose partners is leading brands to increasingly ditch the traditional agency in favor of a more diverse and flexible pool of creative talent.

Ford recently announced it was ending its 75-year-old, $4bn relationship with WPP,  the latest major client to feel the need to walk away from the horizontal, monolithic “team” agency approach. https://bit.ly/2OjBxYz

Bad news for dinosaurs, good news for nimble networks like mine and many others. 

As the CD of a fluid entity founded on the principles of straight-talking strategy and no-holds-barred creative this should afford us opportunities.

In agency days of yore, I’d beat a path to the bean house when I absolutely, totally and emphatically needed “20 minutes to get some shit done!”

Now I get 8 hours to do it

With a break for coffee, of course.

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