This week will be my last week at Duval Guillaume, the Belgian agency I joined after quitting Microsoft mid 2009. While at Duval Guillaume I enjoyed some of the best professional moments in my career together with the team at the agency – especially after we merged both the Brussels and the Antwerp office into one agency. An agency with the ambition to be among the best in the world.
Coming from client side I still remember my first conclusion in advertising after working there for a month or two. The highs are higher agency side and the lows are lower. It really has been an incredible rollercoaster ride with lesser moments like we all have, but I really only want to remember all these great special moments. Campaigns that we released that still today I’m very proud of and especially being at the verge of what is now commonly known as ‘social film’ in advertising with campaigns such as ‘Bikers‘, ‘Push to add drama‘, ‘Poker‘, ‘Coke Zero 007‘, … just to name a few. Especially TNT’s ‘Push to add drama’ generated some results that we could never have imagined – proof being the +50 million views and +5 million people that shared the video on Facebook, out of nowhere really. Anyway, too much great campaigns I will always remember.
And the (for Duval Guillaume) record streak of awards in Cannes, Eurobest and other festivals especially the last 3 years. Becoming agency of the year in Belgium 3 years in a row now. All the jury duties at award shows or keynotes given about our agency at all these fantastic events at sometimes wonderful locations. Good times. The photo featured above taken on top of the stairs at the Palais in Cannes captured all of that perfectly.
And all of that is at the same time the reason why for me it’s time to leave. Why it’s actually time to go do something else, something new, something I haven’t done before. Because that in essence is what I enjoy most. So time to find new boundaries. I am still figuring out what that will be exactly but first it’s time to leave and time to say goodbye to the fantastic team at Duval Guillaume for an incredible 6 years. Thanks!
“When is the last time you and your friends gathered around the television to watch a good game of pétanque? Right. Pétanque players, knitters, fishermen,… they don’t get the glory soccer players get. But wouldn’t it be nice if for once they got some more support? We asked 5 ordinary people if we could film them while going about their hobbies. They had no idea we were about to turn their quiet pastime into a crazy experience, just by adding zero each time.”
Some 2-3 years ago we decided at Duval Guillaume that we had to re-invent ourselves, that we had to take a more fundamental step in the way we organized ourselves and of course in how we thought about digital as a key element in the communication or advertising that we make. A lot has happened since then but if the 25 Cannes Lions or the Agency of the Year wins of the last 2 years mean anything then it’s probably that we’re doing something right.
The decisions that were taken seemed like the right thing to do but weren’t always that obvious. We decided to get rid of all internal developer resources so we could focus more on our core strenghts – strategy & creativity. At the same time we stopped using online account managers to support the ‘regular’ account managers and we’d stop working with project managers. Instead we organized tech/dev resources to support the creative teams in their creative process and we hired digital producers to play the crucial role between our own teams and the 3rd party developer’s team. All of this in a way that would allow us to keep finetuning & tweaking the idea even while in development to maximize the outcome.
We were always sure this was the right way to go and we understood the core philosophy behind agile thinking that supported the idea that what we were aiming for wasn’t that crazy. Just like with every good idea though there’s a difference between the idea and the execution and it was/is with guys like Bart, our head of digital production, that we managed to implement agile in the agency. And this in such a way that it’s constantly evolving and that we keep adapting, the essence of agile. And now Bart has written a book about what agile means in an agency environment, most likely the first book on the topic of agile in advertising agencies since he only found books on agile in software/web development when researching the topic.
To stay true to the topic the book was written in an agile way. Of course :-) A must read when you’re in advertising, download the book right here: The Agile Agency, how lean and agile will transform your advertising agency. Another key element in agile thinking that I learned from Bart is that you benefit more when you’re transparant about your own progress, so read the book and add your thoughts.