July 27, 2009 | Author: Tim Williams
The marketing communications industry has reached a point where radical change is now pragmatic change. Incrementalism is the worst possible approach, not the best – nor even the safest.
This is not the time to deliberate whether digital marketing will continue to grow (it will), whether mass media spending will continue to shrink (it will), or whether marketers will continue to want more innovative problem solving from their agencies (they will).
Needed now: a new creative...
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July 2, 2009 | Author: Tim Williams
To understand the changing dynamics of the "value chain" concept, observe what's happened to the music business. Consumers are still spending roughly the same amount of money on music, but the money isn't going to the record companies and music stores; it's going to iTunes. The money in the music business value chain is still there – it just moved.
The same is happening in the advertising agency business. Marketers are spending, but they're spending in areas of the value chain that aren't owned by agencies. Instead of trying to squeeze the last bit of value from traditional sources of revenue, agencies should instead be focused on finding a...
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