Jonathan Lang launches ONE Agency
“The way traditional ad agencies are currently working is no longer a viable business model. Not for the agencies, and not for their clients,” says Jonathan Lang, chief creative Officer for his newly launched ONE Agency in Cape Town. “They’re being forced to produce more work more rapidly, with fewer resources. And they simply don’t have the budgets, the time, nor the skills to keep up with the quantity and quality of work required.”
Lang spent 13 years at Ogilvy & Mather South Africa, and three years at J. Walter Thompson South Africa, where he was creative director and executive creative director, respectively. Most recently, he served as chief creative officer at Baumann Ber Rivnay Saatchi & Saatchi in Israel.
“From my experience, and from speaking to colleagues and clients alike, I know that local agencies are concerned by the compromised position they find themselves in,” Lang continues. “But since most of them are part of a cumbersome and costly global network, they have neither the freedom nor the resources to change with the times. The funds, that should be going into servicing clients, upskilling staff and moving forward, are paying their network dues into offshore accounts.”
His vision is to launch a creatively-driven agency and top-flight production house braided into one – with all the skills on board to run truly integrated campaigns. “One of the major reasons for the typical agency time lags and inflated costs is the traditional split between ideation and creation,” says Lang. “First comes all the thinking, and then the making. Which is the same as a chef creating new recipes on paper without stepping into the kitchen.”