Last November Adam Kirby the CEO of Mundocom UK was called away on business and asked if I would take part in a panel discussion about production agencies. You can see the video at http://vimeo.com/channels/adstream but if you were expecting us all to be arguing against each other, you'd be very mistaken. As we all work in the same market we do have similar outlooks on our businesses and I'm sure that will continue.
As for the question of decoupling, there is no right or wrong answer. Last week someone said that they knew my views on decoupling which I thought was a naive comment. Whether a client should or shouldn't decouple is entirely dependent on their business and their business needs, coupled with what they want to achieve and what they are achieving now.
The cynics in you will say that in my past two roles I would have always said yes to a client's business but the opposite is true. Twice I've turned down opportunities to pitch for a business that wanted to decouple on the basis that not only did it make no business sense for the supplier to pitch for it but also no business sense for the client to issue the tender. The trend to decouple production away from the creative agencies, believing that it wasn't their core business, has taken away the very first thought that the whole idea started with. Is your supplier fit for purpose?
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