An excellent idea from J&J

Kimberley Kadlec of Johnson & Johnson demanded that creative and media agencies get closer, without needing to return to old models. Not the first person to demand it, but clearly spoken from the heart. However, I did not agree with her view that there are certain core elements of communications planning that will always rest with the creative agency. Why should this be so? It is in the interest of the ad agency that this is so, but why is it in the interests of the client? Should it not rest with the agency who is best placed to provide a holistic approach to communications?

Meanwhile she made a hugely practical and effective suggestion to the audience at the Venice Festival of Media.

At J&J they run a cross-training project, inviting people in from agencies and media owners to work at J&J for a set period to improve their understanding of their business.

I am sure that such strategies have paid dividends for all involved. Not just in terms of better understanding but also increased trust between all parties. Excellent idea. Simple too. Another example of a Brave Brand. Maybe more should try it.