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.
Marketers that don’t take consumers’ growing use of messaging platforms seriously will quickly be left behind, as distinctions fade between conversations with friends and those with brands.
Marketers need to be able to read the cultural mood and fully understand their brand tone of voice if they want to tread the fine line between sparking conversation and causing offence, says Cheryl Calverley.
Tesco believes too much of its media spend is being “siphoned off” to ad tech instead of being used to reach customers in quality environments.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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