What do agen­cies need to stop do­ing in 2018?

New Zealand Marketing - - Shorts -

I’d love to see agen­cies stop hit­ting the self-de­struct but­ton in 2018. We need to stop try­ing to un­der­mine other agen­cies, bring­ing down the value of the en­tire in­dus­try. We should be proud of the busi­ness re­sults agen­cies de­liver in New Zealand. How our some­times crazy, un­ortho­dox en­vi­ron­ment can pro­duce a cre­ative way of solv­ing a busi­ness prob­lem that can’t be repli­cated in a more straight-laced cul­ture.

It will re­quire a bit of con­fi­dence (which de­spite out­ward ap­pear­ances agen­cies don’t seem to have). Enough con­fi­dence to know that clients and other part­ners can con­trib­ute to an idea and make it bet­ter, and enough con­fi­dence to ex­press an hon­est opin­ion if you dis­agree.

FLEUR HEAD MAN­AG­ING DIREC­TOR Y&R WELLING­TON

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