It’s time for marketers to show procurement some love
Robin BonnIt’s not just agencies who hold outdated views on procurement. Marketers would also benefit from a refreshed perspective.
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Has marketing lost its bottle?
Robin BonnFrom short-termism and risk aversion to misguidedly exploiting an oversupplied agency market, are marketers harming their chances of success?
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Why it’s time to tell agencies the truth about pitching
Robin BonnUntil 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.
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Why it’s time to pay more for your agencies
Robin BonnMarketers 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.
Don’t be seduced by chemistry – it shouldn’t win the pitch
Robin BonnIn challenging times, having different views on the role of ‘chemistry’ means marketers and agencies are both missing what’s important.
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Don’t miss out as agencies finally toughen-up
Robin BonnSmart 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.
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Marketers must empower their agencies to fail
Robin BonnIt’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.
Reduce risk by giving your agencies hell
Robin BonnIf 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.