Unit Changes Name, Titles, Structure as It Goes "Solution-Neutral'
DETROIT-Campbell-Ewald Advertising is revamping its media department and moving to a "solution-neutral" strategic approach.
To enact the "cultural change" required by the shift, the Warren, Mich., agency has renamed the department, changed its management structure and given all employees new titles, said Lou Schultz, vice chairman of Campbell-Ewald and president and chief executive officer of C-E Communications.
The department will now be known as the Strategic Communications Planning group, or StratComP. Nancy Walter, executive vice president and director of strategic communications, will head the new entity.
Walter, who joined the agency in March from Ammirati Puris Lintas, New York, will report to Schultz. The organization will have a flatter, less hierarchical structure, with upper-level executives focusing on doing more for fewer clients.
"People [at other agencies] talk a lot about strategic consulting," Schultz said. "But it can't just be one or two people at the agency. It has to be a cultural change. Five years from now, most agencies will have followed our lead. And if you're going to be a true strategic consultant, you'd better be a strategic consultant for more than just what you sell."
Schultz said much of the media industry is stuck in old media buying patterns despite talk about niche marketing. Campbell-Ewald's goal is to give clients the best options for their marketing and advertising needs regardless of who eventually executes them, he said.
Walter's goals for the department include more rigorous measurement of the results of the advertising and marketing. "There are more ways to start measuring it, and there's more of an investment from clients in tracking," she said. "It's a direct, intentional look at exactly what value is."
The agency is continuing to expand its service offerings to handle a large variety of solutions from within if that's what the client chooses, Schultz said. Ultimately, the goal of the new offerings is to strengthen relationships with clients and better ensure the longevity of those ties, he said. ƒ