As I read the pipeline article on ‘learning to unlearn’ it occurred to me how key this idea is when applied directly to the way we plan marketing and communications campaigns today. The last few years have seen the arrival of new channels, the prevalence of content as key to engagement and have put the…… Continue reading Reinventing marketing strategy, plans and thinking
How do we build knowledge in the agency business?
The question of building knowledge in this industry has arisen more frequently recently, mainly as a result of expanding markets in particular areas such as digital and interactive and also as a result of the economic downturn when many people are let go or changing positions and organisations must fight hard to transfer and retain…… Continue reading How do we build knowledge in the agency business?
Where is the traditional agency going?
The last few years have seen a great deal of discussion around the terminology that should follow that of an ‘advertising’ agency – there have been many terms bandied around ranging from brand to communications to idea to creative, but they all highlight one thing: The move of the business away from what has been tradtionally known as…… Continue reading Where is the traditional agency going?