Agency business models are not meeting the business needs of clients, according to David Alberts, chief creative officer at Mofilm.
Speaking at the Global Marketers Conference organised by WFA in Marrakech, Alberts said brands must find new ways of creating engaging content that meets the bottom line.
The former Grey London chairman left the agency world to join Mofilm, a global user generated content network of filmmakers producing content for brands including PlayStation, Bose and Guinness.
Alberts said that the processes involved in client creative briefs should be simpler, and pointed to what he called the 'democratisation of creativity' within the industry.
"Marketers are looking to create content that's faster, fresher and at a reduction in costs. I'm yet to meet a client who says: 'We've got more money and we want to do less in a longer time.'
"As we go around the industry now, it's no longer a discussion about whether you're creative or non-creative. The bigger question we should be asking ourselves is 'are you open or are you closed?'"
He said that agencies' business models are no longer meeting the business needs of clients, and added that it's important to distinguish between a creative brief and a content brief.
"The job we all have is to write a content brief - that's very different from a creative brief. Creative is an overthought process that can take up to 12 months, whereas a content brief opens up discussion."
Clients are still too focused on above-the-line TV advertising, and need to focus on more engaging content, he added.
"Brands need to get off the drug of TV. It gives them highs, but it's not what they need."