We have restructured our business to focus on clients - no bad thing in 2009 (maybe we should always have been focussed on clients but you know how P&L mania gets in the way of things)
So we have really worked hard to integrate some skill sets into "creative" and "analytic". Suppose the big challenge for our clients is ensuring that they want both "creative" and "analytic" together - that's where the whole is greater than the sum of the parts and potentially differentiates us from the rest of the pack
But what's frustrating for me is that lot of clients' marketing efforts suffer from being too much of either one and not enough of a mix. If you’re addicted to control sample testing or econometric modeling but just do it as a matter of course or you can't think of something to actually evaluate, you’ll end up with an optimization and never break through to the truly great ideas.
So our next big challenge will be putting this stuff together so game changing ideas (not advertising) are rooted in measurable objectives and can be proven to move some boxes
Otherwise we just end up with the wise old saying "If you seek what you sought, you’ll find what you thought"
Right, with that in mind i'm off to run a few focus groups!
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