There has been a lot of buzz recently about the resurgence of Shopper Marketing, a discipline focused on actually getting shoppers to buy product, versus the last decade's focus on getting people to love brands. Dilip Soman, author of new book The Last Mile said in a Campaign interview, "Most organisations tend to pay the least amounts of effort … Continue reading why Shopper Marketing is the logical starting point for integrated comms
Generalist or Specialist? Whose responsibility?
I was having a chat with someone with decades more agency experience behind them than me yesterday about integrated agencies and their evolving role. His take was that the problem was that an integrated model required Specialist account managers (DM, Advertising, PR etc.) but Generalist account directors who could advise their clients across multiple disciplines/specialisms/channels. The snag … Continue reading Generalist or Specialist? Whose responsibility?
Integration – your time has come (again)
I honestly think that big integrated agencies are coming round again (this obviously has absolutely nothing do with the fact that I work for one). Client's budgets and the size of their in-house teams are being squeezed and increasingly they're asking my lot to become an extension of the marketing team - even to the extent of … Continue reading Integration – your time has come (again)