Wednesday, March 22, 2006
Partnership
The traditional marketing agency model is flawed in today's fast moving and changing environment.
Agencies need to believe in their ideas and invest in them, clients need to reward this risk but also get better at partnering with agencies and sharing the risk. Both agency and client need to get closer to consumers not only to know them better but to work with them. Without using consumers as marketers the task has become too huge, there is no longer a "mass" to target with mass media, instead there are hubs of niche interest groups who all need to be engaged and informed.
Agencies need to believe in their ideas and invest in them, clients need to reward this risk but also get better at partnering with agencies and sharing the risk. Both agency and client need to get closer to consumers not only to know them better but to work with them. Without using consumers as marketers the task has become too huge, there is no longer a "mass" to target with mass media, instead there are hubs of niche interest groups who all need to be engaged and informed.
