“Change is the only constant.”
You said it, Greek philosopher Heraclitus of Ephesus. Especially in this industry. Creative concepts and new business opportunities constantly shift with the wind, but we’d be remiss to assume outer currents of change aren’t reflected within agency shops as well.
A decade or two ago, it would be commonplace for an employee to stay with one company for 10-15 years. Today, the average worker stays 4.4 years. But even that is old news to advertising and PR companies, where 4.4 years at one firm is considered a lifetime by today’s standards. That’s what happens when Millennials flood the job market.
This dictum is reflected in strategic and creative projects as well. A social media campaign takes approximately 90 days to build momentum, typically lasting three months before the message has peaked and the audience needs something new. Is it because constant multitasking has become an audience norm? Or is it just the nature of our work?
The truth is, we live in a world of momentary exposure: 30-second spots, 140 characters. Fireworks alight for a moment in a sky full of stars.
What separates good firms from great firms is the ability to capture that moment, with the talent you have and the client at your door, and make something spectacular.
We cannot lament lost ventures and missed opportunities or hang our heads when change inevitably comes to collect. What we can do is take the passive concept and make it active. Seize the moment. Pursue the fleeting idea. Realize that change creates opportunity and challenges monotony.
Embracing change, ironically, supplies a consistent long-term strategy to keep an agency afloat.
Change is the only constant?
For a great firm, change is the only necessity.