What do you think of when you think of layers?
Typically, people tend to think of bundling up for cold weather or a layered cake. Several things can come to mind, but what comes to our mind is added costs, time and needless complexity. What are we talking about? We’re referring to the layers of communication when working with a client. We’ve all played the game “telephone” where one person whispers a message to another. By the time the message reaches the last player, it differs significantly — and usually amusingly — from the original.
Well, properly communicating a client’s message is not a game, and it certainly shouldn’t be amusing.
Using traditional agency models, a client’s project starts with an account director, who may pass it off to an account executive, who passes it off to a creative director, who passes it off to an art director, who may pass it off to a graphic designer, and on and on. It’s easy to see, using this model, how the intended message can become altered and how budgets can balloon.
When PPA was established in 1984, we created an ad agency that works differently. We created an agency model that eliminates layers because we had experienced how layers, under traditional agency models, affected a client’s messaging and, ultimately, their budget. At PPA, our clients have direct access to our copywriters, designers and programmers. You see, we hire talented individuals who are not only outstanding creative problem solvers, but they also fully understand our clients’ brands, cultures and goals so we get the project right the first time. By eliminating these layers, PPA can turn projects faster, hit the intended messaging better, and use your marketing dollars much more efficiently.