7
Play Nice in the Sand Box
Posted By: Mercedita Roxas-Murray
For over 20 years I have watched marketing evolve and change. I have worked the disciplines of public relations, advertising, product management, brand planning, retailing and now experiential. I have sat in multi-agency summits, inter-agency planning sessions and agency cooperative brainstorms on behalf of clients all in the name of integration and the pursuit of client dominance. What amuses me most is watching the grand-standing and one upmanship from agency to agency (including ours) claiming to care more about client result but actually caring more about agency revenue (and the protection of the agency relationship with the client).
The continual back and forth and watering down of strategy to accommodate all agencies leads to mediocrity and very unmemorable campaigns. If only these agencies would shut up and listen to each other they would realize that like a good jigsaw puzzle, all pieces eventually can come together to form a really great story which can only lead to better results for the client and more work for all. Consumers don’t get their information from a single source nor do they make a decision based on one opinion. Consumers need to see it, hear about it, engage with it, believe it and then purchase it. Not a single medium does all of those things equally well. Specialist agencies in each of those disciplines when joined create a cohesive convergent and powerful campaign.
Marketers should take a lesson from kids on the playground. If you want a really great sand castle, you have to play nice in the sand box.
Tags: Clients
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