Two days instinct

As part of the running in 2010, the project "Two days at the agency," the site editor Xenia Lukicheva visited Instinct, one of the most interesting and attention-grabbing agencies Rossii.Kazhdaya new job Instinct is a heated debate in the professional community, and most often repeated phrase in these disputes "Instinct is not the same." In the agency also continue to believe that instinct is still one, but has grown substantially and now often have to deal with other problems already.

Instinct Agency was formed in 2003, "spun off" from BBDO Moscow. The decision to create within the group of another agency was due to a desire to maintain a competitive business, and the need to have a team, "sharpened" under the Russian business. Well, by the time all the major advertising holding companies already had their own "local" agency, for example, native speech at Leo Burnett. Not to mention the people who have grown activities in the agency network and would like to further develop and new tasks for themselves.
The new agency was to operate entirely different scheme than BBDO - faster, more flexible, able to find solutions in nontrivial situations where there is more than enough to work with local clients that require immediate problems and making quick results. Russian companies have local value almost never happens two to three years to bring a new product to the market and the market share of product calculated modest figures after the decimal point and zero, they are not interested.





Of those who built the Instinct from the beginning almost 8 years ago, the agency there were only 4 people, including Anna Itina, Corporate Strategy & Business Development Director:

"Local business tougher, it requires more professionalism from the agency and quicker thinking. Therefore Instinct sent initially "senior-people" with a certain temperament. I also worked at BBDO, when I was invited to go. I am skeptical of this proposal (laughs), but Lutz knows how to choose his words. He said, "There is an opportunity to make their dreams agency. BBDO - as a big ship that sails itself and floats. No, your contribution is important of course, but priiintsipe, the ship will sail without you. A new agency will all depend on you. " And with this feeling we -primerno twenty people, among whom were World Petrova, Luda Bausheva, Sergei Vladimirov, Natasha Yasonova - and went ».







The first years, of course, evolved not easy. The large agency clients have been at the beginning of Beeline, Nidan and IKEA. With the Swedish furniture-instinct still works with nidanas relationship ended literally just (reasons below) and Beeline monster had to leave after a year in BBDO. Huge Telecom client took away all the power of a small agency, time and nerves. Mother agency has offered to take the creative services of Beeline, and instinct, though aware that the foundations deprived of its budget, did not mind - it was too exhausting. And so we had to with all possible zeal to seek new customers.
The result is such that only 20-30% of the agency was so-called "contract business", that is, customers who have entered into a service contract for a year or more. But everything else - projects. That is "the guys and make us one campaign».
So they had to tear the British flag, loudly declare themselves doing notable companies - at least to a potential customer in response to a request to call in the tender did astonished eyes: "Do you, in fact, who are?»

Over the years, the situation has changed, and has 80% of the budget are "contracts" and only 20% - projects. The requirements call without reminders, and often come without competition.







Anna Itina:












Instinct for 8 years, has become the largest creative agency BBDO Russia Group. Many people know that BBDO Moscow, as a huge agency practices division within disjoint divisions - Red, White, Black, recently appeared Touch, as well as separated Agency Contrapunto. Number of employees of each of these units are rarely more than 30 people, including accounts. The Instinct front office today employs 73 people - Creative work in nineteen twenty-one in the Customer Service, ten designers, strategists, six, five men and two prodakshene in "business development". And this is an incomplete state.







The Creative currently six vacancies. And six more in other departments. I did not even ask the question, "There is a belief that the Instinct and other large well-known agencies do not even get an interview. Is it so?". Anna Itina and CEO Julia Gubin agencies themselves have brought up the subject:
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AI: My role in new business is including determining whether our client is either not added. I honestly customers say: "You choose your own agency, but in this case we choose our customer, because only then will the result." We are not interested in working with the client for six months or a year, so he then left. Firstly, he will leave unsatisfied with the results that he has achieved by working with our agency. And secondly, he does not tell anyone ever any good words about us. We better give up in advance, but we take the customer to be satisfied with what we do. And we'll be happy. And the results will be good for business.
There is another very important point. At the beginning of our work is very important criterion of our work was just a creative case, but even then, we have focused on creativity with the business effect.
We are in particular and the industry in general, often criticized: "Doom, creative for creativity." People did not seem to see a causal relationship ... That customer made us the project, and he was dissatisfied with the results of the campaign in terms of business - no matter how he was happy to work with us, what we are nice people as it was fun and interesting to us as it was understood and he knew. But the sale is not increased. He will never make us a second draft, and he's never anyone about us, nothing good to say. And we are interested just in the fact that he came to the second, third, fifth, that he has all of this said. Therefore, for the sake of creativity creativity - this is not about us.
Yes, we want to do creative things that we want to solve common tasks in an unusual way, but we are interested in is the success of the business. Because for us it is - the success of our business. The Tenders indefinitely, we would like to a customer with whom we have worked, he came back to us.


















This year, viewers expect very significant changes in the overall picture of ad units - terminated multi-year campaign, which was on our TV one of the most brilliant and humane. And the most famous - who does not know Diana of the rollers "My family." In principle, the campaign for about a year changed its main characters - a grown Diana and her parents changed her new family with a small child and Dmitry Brekotkinym of "Ural dumplings" in the role of father. Now juice "My Family", owned by the company "Nidan" will all be served in another agency. The reason - the purchase of "Nidan» Coca Cola, and brands of the company can not be served in agencies owned by BBDO. The global contract with Pepsi BBDO network separately stipulates that moment, and despite the fact that Coca Cola was willing to make an exception and leave the "My Family" at the agency, which is 8 years led the brand and made it what it is now, iz due to network restrictions do not work.
The instinct certainly regret about the loss, but believe that it is closing the door will certainly open a new.
AI: Or the story of how we have lost "Eldorado". Came the new shareholders, the Czechs bought a share Yakovleva completely and at some point came to marketing management. We Czechs made a last campaign "Millions of Eldorado." And then we ran into a tough debate as to where to go next. Czechs want to make a clone of M-Video, so white and fluffy, while not having a product, confirming this concept. We tried to convince them that it is not in our creative ambitions. You can not just take a person who went to the "territory of low prices" and without changing anything in the store, he said on television: "Now the European quality, comfort, and" what we can do for you. " A man comes into the store, but it is a reasonable question arises, "What?" Eldorado what it was, is and remains. Do not changed anything at all, except in the areas of communication. It is as if tomorrow Microsoft spokesman said, "We are now Apple».
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It is interesting that almost everyone with whom I talked in the instincts, with a children's amazement in his eyes told me: "We're a big agency." Apparently, they were in the heat of the work is noticed only recently, very much surprised this fact and to the end it did not believe. While getting used to the realization of their size, gently try new methods of management, build customer care. And still continue to carry out the project after each "work on the bugs" - that could have been done differently, where the work has gone in the wrong direction, what should work on themselves with special care. Right, I think the approach - even in the most successful projects in the most successful campaign can be found flaws. And if they do not seek - Hello, stagnation.













Another principle of instinct, I voiced the top management of the agency - not to present ideas to the client, the implementation of which did not want to do. That is to sell only what you want to do.
AI: YG: AI: The next day we met in the morning at the agency, began to decide what to do. I said, "Okay, I'm ready to call the client, ask him to wait one more day." Yarik with Roma and the team sat down and 4 hours invented an entirely new idea. They called me: "Now we are happy, everything is there, everything's cool, call and assign tomorrow at 10 am straight." We arrived at 10 am, show the client, the client was ecstatic. The funny thing was after that. I come to the agency, then we had a CEO Petrova Light ... And it's all happened very quickly, it was not then in office, and it someone in the morning showed while we were at the meeting.