definition for: #PinkCollective

For years now, the ad industry has talked of the need to be more nimble in the digital era?s shifting media landscape. At the same time, clients are clamoring for greater ROI, creativity and accountability from agencies. But increasingly, agencies are not pulling their weight and clients have become less and less impressed with digital agencies and general market agencies. In fact, in a recent study by Avidan Strategies, nearly 69% of clients cite they no longer have need for digital agencies, while another 48% intend to trim their creative agencies. Nearly 71% of clients surveyed were disappointed with agency accountability ? a frustration that looms larger given the growing demands within their own organizations for greater ROI effectiveness. The real answer is for agencies to develop different business models constructed to suit clients, not agencies. Pink Collective has done that. We have acknowledged that the economic model of agencies is broken and clients want better service, greater accountability and lower fees. We have eliminated inefficient middle management and bureaucratic red tape. We have short-circuited high overhead by embracing a new business model that is more efficient and less costly for clients, and in the process, we have attracted top talent in our Collective who work for our clients on an as needed, on demand basis. We have replaced inconsistency with relevancy. We have embraced measurement and integration as a critical part of how we do business. As the lines between products, services and marketing continue to blur, we recognize that we must keep pushing ourselves (and our clients) to think in terms of content, not just campaigns. Most importantly, we must continue to spend our clients? marketing dollars as though they were our own. That also means keeping our fees among the most competitive in the industry. In the final analysis, the only way we can grow our business is to grow our clients? businesses.