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.
Marketing Week announces our second annual CX50 list in partnership with Zone and Cognizant, celebrating the individuals excelling at customer experience, demonstrating innovation, influence and impact.
As the members of the CX50 list demonstrate, a great customer experience doesn’t just make people feel good, it translates into tangible business results – but the field is getting more competitive all the time.
Alan Jope says the top marketing role has taken a while to fill as the business has been refining what it means to be CMO at Unilever and looking at both internal and external candidates.
Google says advertisers should pull spend from its YouTube streaming platform if it means it helps them to “understand what’s there” and “do the right thing”.
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