In a vertical world. Are we losing the ‘art of the horizontal’?
Opinion
We need to rediscover an ability to think plurally, to think multiple-disciplined, to think ‘horizontal first’ and to champion ‘horizontal mavericks’, writes OMD’s Clare Peters.
It never ceases to amaze me how adaptable agencies are. They are masters at morphing, evolving, pivoting and transforming every part of their organisation. It happens so often, I’m not sure we even notice the change anymore.
But we do all know things have changed.
When we look back at the major shifts in our industry, a pattern is emerging.
First, the type of change
Digital, social, programmatic, data platforms, IDs and now AI.
This type of change involves vertical specialism.
Second, the way we change
Agencies adapt at pace, learn new skills, re-skill, evolve new capabilities and technologies. On their own or through acquiring the new.
This type of change involves vertical specialisms.
Thirdly, the culture of change
A combination of scrappy and slick. Corporate and cultural. Change is often driven by brilliant individuals and pioneers, learning fast and educating faster.
This type of change also involves vertical specialism.
Our evolution, our transformation, our progression mean we are all now evolving in a vertical world.
Which is a good thing. But…and there is a ‘but’.
Vertical evolution = vertical thinking
The ability to think singularly, to think about one discipline and to think ‘vertical first’.
In a world of vertical evolution. Have we lost something along the way?
Have we lost the ‘art of the horizontal’?
The ability to think plurally, to think multiple-disciplined, to think ‘horizontal first’.
So, why is it more important than ever and how do we find it?
The art of the horizontal
In a world full of the vertical, a horizontal ethos is important because it does one vital thing. It makes us all feel like we are in the same business, pursuing the same goal, and pulling in the same direction.
At OMD UK, our ethos is built around one unifying thought. We have always and will always be in the business of Influence.
From culture to clicks. We are all trying to influence something or someone, some or all of the time. When we’ve done that, we measure the influence we have created.
Why does this matter?
A ‘horizontal ethos’ creates unity and a shared sense of purpose. You may talk a different language to me, but we are all here to do the same thing. We may be on different paths, but we’re all heading in the same direction. There is a quiet appreciation in that, and that is important for your culture and for your people.
Horizontal minds
In a world of vertical craft and brilliance, harvesting the ‘horizontal mind’ in the business is also crucial.
The ability to think across, to join up, and to connect this vertical world is a skill set and an art form we must invest in.
There are some amazing courses that hone our knowledge of the emerging forces of change. Resurrecting and pouring as much time, energy and investment into the courses, training and inspiration sessions that deliberately teach and stretch our minds horizontally, is where we now need to re-focus our attention.
We’re seeing a bit of a resurgence, more recently, with the launch of the Media Planning Group’s course.
Then there are the courses that have endured the test of time. I’m lucky enough to be the chair of judges at the Advertising Association’s Media Business Course, a four-day residential course on the sunny coast of Eastbourne.
It’s designed to celebrate, inspire, and grow the ‘horizontal mind’. Media owner, agency and client candidates. Learning from one another, from guest speakers and from the alumni of our industry.
Learning how to think away from your singular specialism, re-wiring the brain and walking away with an appreciation for this wonderful industry’s co-dependencies, rather than our differences.
Horizontal mavericks
The last one is short. However, it’s one of those things that sometimes gets missed, because it’s not a piece of tech. It’s a person. The person poking at something, or going the long way round, or asking ‘why’ instead of ‘what’.
It’s the people who will find the connections between our vertical worlds that others don’t see. They’ll forge them, they’ll find them, and they’ll fight for them.
Let’s celebrate our vertical champions, our specialisms and specialists. Our future depends on them. But don’t ignore the ‘horizontal maverick’. The person who won’t stay in their lane or won’t take ‘no’ for an answer. Because they have the ‘art of the horizontal’ built into them, and that is an art worth keeping alive.
Clare Peters is the chief strategy and effectiveness officer at OMD