Technology has fundamentally changed how brands and their audiences communicate, not just online but across all channels. Consequently interactive thinking needs to be at the heart of all marketing strategy and interactive channels at the heart of all marketing delivery.
Agencies spend too much time competing against each other for the client's budget instead of working for the brand to drive customer engagement. The internal compensation system encourages siloed behavior and lack of sharing.Even "integrated" agencies rarely share their data among themselves so the key learning gets lost and each team needs to relearn it.
@darcybev Good point - I agree. There are a couple of other elements to throw in the mix - HR - t-shaped people or hyphenates - people who can do multiple rolls and - Finance - maybe integration points - each agency is measured by the others on their ability to work together and compensated accordingly. otherwise remunerate agencies based on the strength of their ideas rather than the production of them...
Very good presentation. I have to say though, after sitting through 2 days of presentations at ad:tech in Sydney, as well as pitching Storyz.com to multiple agencies - that there is a severe gap in knowledge and understanding of this within the ad industry. Users/consumers are definitely ahead of the curve from the agencies.
Agencies spend too much time competing against each other ... thank God ... I thought I was inherent to companies, religions, nations and humans. Very good news Darcybev I was a little scared about humane race but we just need to kill all advertisers! and we are done.
By the way great presentation. That is positive. Regards
4 comments:
Agencies spend too much time competing against each other for the client's budget instead of working for the brand to drive customer engagement. The internal compensation system encourages siloed behavior and lack of sharing.Even "integrated" agencies rarely share their data among themselves so the key learning gets lost and each team needs to relearn it.
@darcybev Good point - I agree. There are a couple of other elements to throw in the mix - HR - t-shaped people or hyphenates - people who can do multiple rolls and - Finance - maybe integration points - each agency is measured by the others on their ability to work together and compensated accordingly. otherwise remunerate agencies based on the strength of their ideas rather than the production of them...
Very good presentation. I have to say though, after sitting through 2 days of presentations at ad:tech in Sydney, as well as pitching Storyz.com to multiple agencies - that there is a severe gap in knowledge and understanding of this within the ad industry. Users/consumers are definitely ahead of the curve from the agencies.
Agencies spend too much time competing against each other ... thank God ... I thought I was inherent to companies, religions, nations and humans. Very good news Darcybev I was a little scared about humane race but we just need to kill all advertisers! and we are done.
By the way great presentation. That is positive. Regards
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