Bold moves toward better collaboration
February 19, 2009 | Author: Tim Williams
The Association of National Advertisers recently conducted their annual "Hot Button" survey. This year, the top-ranked hot button issue among CMOs is "experimentation." Clients want their agencies to experiment with new solutions and new channels, because the old ones are quickly losing their effectiveness.
From linear to organic
Progressive marketers are challenging their agencies to push marketing in new directions, which in turn requires agencies to change how work is done in the firm. The traditional linear approach to campaign development that moves work from one department to the next must...
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