LAS VEGAS \u2013 Creative agencies are managing a transition from a service culture to a knowledge culture. Along the way, the heretofore trusty 30-second television spot has yielded to a continual search for the most appropriate video format and accompanying production budget, according to Troy Ruhanen, the CEO of TBWA.<\/p>\n

\u201cI think a lot of us are trying to find out what is the new format. Is it 30 seconds or is it 10 seconds or is it two minutes,\u201d says Ruhanen. \u201cWe\u2019re really stretching out to find out what is the right kind of engagement for the customer.\u201d<\/p>\n

In an interview with Beet.TV at CES 2017<\/a>, Ruhanen sees a \u201creal arc to try to work out how to manage\u201d clients\u2019 production budgets.s.<\/p>\n

This leads to discussions like, \u201cWe\u2019re going to push this out, it\u2019s going to be immediate, we\u2019re going to take it back down. It\u2019s not there to go run in the Super Bowl,\u201d says Ruhanen. \u201cI think it\u2019s really an ongoing conversation with clients right now.\u201d<\/p>\n

Citing some 19 client wins from 22 account pitches over the last two years, Ruhanen says marketer expectations of great creative output \u201cis like table stakes\u201d for TBWA. \u201cWhat\u2019s interesting about that is it wasn\u2019t about the work as much as what it used to be,\u201d he says. \u201cIt\u2019s much more about how do you work, how do you uncover insights, where do we get knowledge.\u201d<\/p>\n

Marketers, he notes, are \u201cvery stretched internally\u201d so they\u2019re looking for proactive business partners.<\/p>\n

Competition for hiring the best talent is pitched. \u201cAnd what it\u2019s replacing is sort of the service culture. It\u2019s much more into knowledge culture,\u201d Ruhanen says. It\u2019s led TBWA to hire journalists, people from Wall Street and \u201ca lot of people, believe it or not, out of national security.\u201d<\/p>\n

A winning element of creative executions is cultural touch points in an age of global stress and strain. Ruhanen points to TBWA\u2019s annual holiday campaign for Apple and an effort for ANZ bank in Australia.<\/p>\n

The Apple ad features an iPhone-using Frankenstein who lives a Grinch-like, secluded life until he ventures into a local village and finds friendly people, as Tech Crunch reports<\/a>. \u201cThat was incredibly timely and very, very impactful,\u201d Ruhanen says.<\/p>\n

In the ANZ campaign<\/a>, which targeted females, youngsters are doing tasks for pocket money but the boys are unknowingly paid more than the girls. \u201cI think doing things that are culturally relevant, that are about some of the tensions that are in society right now\u201d are the ones \u201cthat are really hitting home,\u201d says Ruhanen.<\/p>\n

This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 Creative agencies are managing a transition from a service culture to a knowledge culture. Along the way, the heretofore trusty 30-second television spot has yielded to a continual search for the most appropriate video format and accompanying production budget, according to Troy Ruhanen, the CEO of TBWA. \u201cI think a lot of […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[4056,4294,4923,5416,6003,6115,6116,6117,6118],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44209"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44209"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44209\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44209"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44209"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44209"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}