News release

Date: 10th November 2015

Re-architecting the agency is the new commercial imperative

The Blueprint launches dedicated new team

London, 10th November 2015.The Blueprint has today announced the launch of a dedicated service for Advertising, PR and Communications agencies called Business Design.  The new service, which sits alongside the Talent Search service, sets out a clear methodology to enable management teams to re-examine the agency's strategic direction.  A process which involves re-architecting agency structures, teams, processes, cultures and capabilities.  Led by founder Gareth Moss and supported by two new strategic consultants, Clyde McKendrick and Paul Doran, the service aims to prepare and navigate agencies for the current and future landscape.

"The launch of Business Design is a true reflection of the times we live in the creative agency landscape." said, Gareth Moss. Adding: "Whether your measure of agency success is winning awards, sustaining margins, retaining and attracting the best talent, securing the right type of work or simply growth, one thing is clear; the new landscape - post 2008 - is tough, complex and not about to 'return to the good ol’ days’."

The Business Design process helps to address the disruption and flux many agencies are battling.  The change factors are many; from the 'traditional' consulting firms, extending their boardroom influence into creative and digital offerings right through to new agencies with challenging business models gaining momentum. 

Other influences include the ongoing skills drain and up-skilling within brands meaning agency relationship briefs have to change, compounded by the lines between disciplines which were once blurred, are now erasing.  These are the realities of the new agency landscape, these are the challenges faced by CEOs and agency management every day.

Moss concluded: "The impact and signs of these changes run deep; from reduced profit margins, revenue having to be derived from new sources, to a more global and competitive market. How can advertising, marketing, digital and communications agencies remain relevant?  Where will brands place their trust? What is the future for groups versus independents versus networks versus management consultants or even Google? What's the future for creativity, for nurturing talent for remaining relevant for creating a culture relevant for next generations? The challenges may sound great but the opportunities for agencies able to adapt are greater."

Business Design will enable agencies to focus on four key pillars of change:

Proposition - how and where does the agency fit in the context not of just competition but in the eyes of the brand owners
Culture - can the agency embrace more open, collaborative cultures is it set up to meet the needs of a new entrepreneurial generation who demand a blended approach to work and life
Process - if the old service and creative processes are not relevant how can new ones be tested and implemented without too much disruption
Capabilities - underpinning of your offer, how can you deliver the plethora of new creative and digital services. And have you got the right talent to see this through.

The Blueprint, Business Design team

Gareth Moss, managing partner, founded The Blueprint in 2006. He identified a need for agencies to adapt to the digital age and harness the exciting opportunities it creates.  His converged experience in consultancy and headhunting has given him a unique point of view to agencies driven by progress.  He helps several of the world’s leading agencies to both improve their current offering and introduce new, fresh and relevant capabilities.
Clyde McKendrick is a strategic partner for the Business Design team.  He is recognised as one of the world’s leading strategists, having held executive leadership roles with top creative advertising and digital agencies working in both Los Angeles and his native London.  Clyde is an industry thought leader, speaker and writer. He has contributed articles on strategy for titles including: Ad Age, Mashable and Fast Company.
As strategic partner advising communications agencies, Paul Doran, is known as a pioneer of agency change, setting up his first agency network in 2006.  Over 18 years in the industry at a mix of large and small agency environments, he has advised, guided, mentored a number of agencies and tech-start up business, all of which influenced his thinking.  Paul sits on the PRCA Council and is a Google Launchpad mentor.

About The Blueprint

The Blueprint sits at the centre of the communications industry evolution, helping agencies change through a mix of business design and identifying and appointing progressive talent.

For nine years The Blueprint’s goal has been to accelerate change in the modern communications world by helping to build the agencies of now.  The team has built a reputation for working with and guiding some the most successful individuals and companies in the advertising, marketing and PR industry. Some of those agencies include AMV BBDO, Edelman and R/GA.

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