What will you be doing for clients in two years that you aren’t doing now?
There’s loads of macro factors that are beyond the control of agencies that have led to a sharp rise in short-term tactical creative thinking across the board. CMOS have the shortest tenure in the C-suite. Digital measures like views and impressions have become more important than actual business metrics. On the contrary, the hard evidence we now have about how communications work actually shows that long-term consistent brand ideas and campaigns are what drives business effectiveness. Going forward, we’re going to resist pressure for short-term solutions and ensure every brand in our building has a long-term brand strategy and idea. We only want to deliver work that works in the long-term.