Brands need a higher purpose [Trends 2015]
“Today consumers want meaning and value.” Everyone is looking for meaning and fulfilment. Today, consumers want meaning and value that go beyond products and services. Consumers have developed a buying conscience and seek brands that vindicate their purchasing decision. Everyone is looking for more fulfilment…
Building Strong Client-Agency Relationships
Judy Neer, CEO of the Pile Group, recently asked in AdAge why an industry founded on the principles of good communications is so reluctant to engage in regular professional assessment of its service relationships. Given her own search firm has the most to gain…
Putting yourself in the client’s shoes
A few months ago I went to see a marketing director who was having trouble containing his fury with his ad agency. He was so angry, in fact, that his clenched fist was turning white. The reason? A junior team from his agency had just…