It’s A Never-ending Journey In An Ever-changing Environment.
Inefficiency sucks. Every client knows this. And there’s nothing more cumbersome than having to deal with seven or eight or nine different agencies to manage your digital, traditional, above-the-line, below-the-line, social, outdoor, TV and product advertising. But that’s the nature of an industry evolving faster in its media than in its makeup. As connectivity and digitization further permeate the marketing bedrock, the pressure on specialty shops to provide “added efficiency” can become oppressive, leaving them with a scary choice: try to find your place in a bigger group or expand what you offer across a wider spectrum of the advert-scape.
This is how you get PR firms serving up brand strategy, websites, social media management and so on. Not that there’s anything wrong with branching out; it’s evolution, and it’s natural. But if you didn’t start out tracking toward full service, layering on new offerings can be dangerous. You risk alienating your clients by biting off more than you can chew or falling flat on delivering what it is you now want delivered.
The fact is that full service isn’t a plug-and-play pivot—it’s a wholesale reinvention of what you are.
Esta historia es de la edición September 24, 2018 de ADWEEK.
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Esta historia es de la edición September 24, 2018 de ADWEEK.
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News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.