Woolley Marketing: Does the work still do the talking?

I recall a time, not so long ago, when an agency's work truly spoke for itself. The reel played by the agency during a credentials or chemistry meeting sparked a look of recognition and delight in the prospective client's face.

It was a simpler time. A time when clients would sit in anticipation, wading through the predictable agency credentials presentation. With the account team showing the slides that explain what they do (capabilities and skills), who they do it for (clients), who does it (the team), and how they do it (the proprietary process?) just to see for the rockstar Executive Creative Director present the agency reel. Then, on the screen, there would be commercial after commercial of ads for brands that were known and loved.

This was indeed a time when the work spoke for itself, when there was no need to explain the ‘what’, ‘when’ and ‘how’ the creative magic was done.

Today, the agency reel appears to be either a hype or sizzle reel of images from the commercials, creatively cut to an upbeat music track or a combination of mini documentaries that seem to have been made for Effie Award entries. It features slick editing and an earnest voice-over that explains the problem to be solved, the creative solution, and, most importantly, the result, which is typically many millions of dollars in unpaid, earned media.

According to various trade media headlines, broadcast television is apparently dead. However, I also know that neither film nor digital video is. Not only are both booming on various media platforms, including YouTube, TikTok, Instagram Reels, and more, but they are also still hotly creatively contested at the various award shows worldwide, including the Cannes Lions this month.

Yes, we no longer live in an era of appointment television viewing, where a Sunday night movie roadblock (the ad would appear across all three broadcast channels simultaneously) would reach 60% or more adults in the market, and the better ones would be talked about the next day at the office.

No, today's media channels are much more fragmented and complex. To achieve that type of reach, a multiplatform approach is required to create a cumulative reach that no one is sure will be delivered.

Not only that, but the idea must be better. It must translate across platforms and work effectively in both 30-second spots and six-second pre-rolls. It must work in outdoor but also in digital display.

Often, the most awarded advertising rarely seems to be seen out in the wild. Instead, it is featured in Award shows, agency press releases, and the agency reel. Even those that take out the best of show, I see on the online award winner reel for the first time.

Now, this could be for a number of reasons. I am not part of Gen Y, Z, or Alpha, so I am not at the top of the target audience list for most marketers and their brands. It could also be because I am not watching as much television as I once did. These days, I am more likely to watch something on a streaming platform, where I am increasingly bombarded with advertising, but rarely does this work appear to be prized by award show judges or selected by agencies for their show reels.

But I know what this means when it comes to impressing prospective clients in a new business presentation. When you show your agency’s work, it is highly likely they are seeing it for the first time. They are probably totally unaware that it has won a handful of creative awards or is up for an Effie Award.

They will not necessarily understand the strategy or creative insight, or even the purpose of the commercial and its significance to the client's marketing strategy or business objectives.

In short, it is improbable that even though you and your industry friends have discussed the work in detail and watched it multiple times online, it will not speak for itself.

Once upon a time, showing the agency reel relied on the work speaking for itself. Today, you cannot assume it does. Now the conundrum is that it does not mean you need to spend time boring them with the minute details of every single piece of work you show, nor do you need to show them all the videos you made for your Effie Award entries. However, it may be helpful to share a brief story to provide context for the work and explain its importance.

If you get it right, perhaps the prospect will pay more attention to the reel than their phone during this part of the agency credentials presentation.

Darren Woolley (left) and Dennis Flad (right)