Creative Agency Secrets

A bit of a rant from Daniel Riveong.
He highlights two interesting and apparently conflicting trends that have the same outcome:

two trends will continue heighten the
“commodization” of client-agency relationships, resulting in the ever
more common “break-ups” between major brand and agencies:

1. Increasingly ROI driven Marketing/Advertising decisions
2. Increasingly integrated approach to Marketing/Advertising

These two approach drives the pressure for both parties to have
increasingly control over the marketing strategy, creative direction
etc - driving up the potential for friction (while also collaboration)
in the relationship.

This entry was posted on Wednesday, May 30th, 2007 at 1:11 pm and is filed under Management, Marketing, business development. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.