Magazine article Marketing

'Producers' Win NABS Fast Forward

Magazine article Marketing

'Producers' Win NABS Fast Forward

Article excerpt

'The Producers', an agency concept that offers full service for a digital world and puts an emphasis on retaining the best staff, has won this year's NABS Fast Forward.

The annual Fast Forward event is a series of seminars by leading figures from the communications industry that culminates in a competition to create a model agency for the future. The four-week event is held in association with Marketing.

Eighty young people from a range of communications disciplines and companies took place in this year's event.

WPP's Sir Martin Sorrell, Yahoo European sales director Fru Hazlitt, and Talk Cast founder Ellis Watson were among the speakers at sessions on 'Who manages the clients?', 'Consumers of the future', and 'Online vs traditional branding'.

The final week saw NABS president and WPP director Jeremy Bullmore chair a session to judge the credentials of the eight 'agency' teams.

The judges were: Simon Mathews, managing director of Optimedia and chairman of Fast Forward; Carol Fisher, chief executive of the COI; Steve Harrison, creative director of HPT Brand Response; Mark Robinson, marketing director of JWT; and Marketing editor Craig Smith.

'The Producers' took top place for their complete solution to problems identified in the seminars.

The judges heard how the agency's founding partners would be drawn from creative and strategic disciplines but numbers would be capped to maintain its culture.

Its network would draw on "a pool of quality partners that can be accessed for individual projects" that would be suited to the "ideas-based economy of tomorrow's communications".

The producers came up with a remuneration model that incorporated three potential revenue streams: project by project (fee), ongoing consultancy (retainer) and performance-based reward.

"The model is better," the judges were told "because it's a flexible lean business that meets a real gap in the market. It is rooted in the culture of the new economy."

The Producers team was made up of Dan Douglas from Deepend, Nadine Fragosa of Optimedia, Neil Bedwell at WARL, Cathryn Gilliband of MindShare, Kate Harding from Leo Burnett, Shirley Hart and Dan Fisher.

In second place was 'The Tarantino Collective' whose original thinking impressed the judges. …

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