So the fight is on, again, for who gets to “own” the client relationship. We fought over strategy and now we’ll fight over ideas. And once again we’ll miss the point. A media agency will never have the culture to attract the best creative talent, and only a media agency has the knowledge, infrastructure and relationships to attract the best channel talent. Neither can win by themselves. The client wants a partnership between media and creative, not a fist fight.
Andrew Wynne, head of media agency Razor, asked whether media agencies are getting too involved in creative. His view is spot on.
Two of the smartest guys in the advertising business outline a way forward for a VERY broken industry. Inspiring and brilliant.
Traditional marketing is about pushing messages out to people who don’t want them. New marketing is about creating destinations that people want to come to. The only way to do this is to give away something of real value - anything else is just getting in their way.
Me
Just stumbled across this fascinating chart while researching for a big presentation tomorrow.
