Armed with a new perspective on accountability, marketers have an opportunity to be more innovative, get more done faster and help create a healthier industry.
It’s not just agencies who hold outdated views on procurement. Marketers would also benefit from a refreshed perspective.
From short-termism and risk aversion to misguidedly exploiting an oversupplied agency market, are marketers harming their chances of success?
Until marketers tell agencies the issues they have during the pitch process, things will never improve, which will damage the long-term effectiveness of relationships and make everyone’s lives harder.
Marketers have long needed to do more for less but there’s a commercial and moral case for investing more in agencies and improving wellbeing in the industry.
In challenging times, having different views on the role of ‘chemistry’ means marketers and agencies are both missing what’s important.
Smart agencies are taking responsibility; rethinking their lemming-like, pitch-for-anything behaviour. Marketers must press the reset button too, says Robin Bonn, founder of Co:definery.
It’s all very well spouting West Coast mantras about ‘failing fast’, but agencies need encouragement to get things wrong, says Robin Bonn, founder of Co:definery.
If brands are going to innovate and win back consumer trust, then marketers need to call their agencies to account, says Robin Bonn, founder of Co:definery.