THE KEY IR­RI­TA­TION FOR MAR­KETERS WHEN WORK­ING WITH SPE­CIAL­IST AGEN­CIES IS COST

New Zealand Marketing - - Opinion -

#1. COSTS

"Of­ten out of touch on cost ver­sus re­turn."

"Large agen­cies of­ten have ap­proval pro­cesses which can make a small job cost an ex­tor­tion­ate price."

#2. NAR­ROW FO­CUS

"Build­ing con­tent for award en­tries only... not with client or con­sumer at the heart of the mat­ter."

"They don't lis­ten or fol­low the brief. Cre­ative and im­ple­men­ta­tion teams don't talk to each other so a signed off con­cept ends up not work­ing in each en­vi­ron­ment and/or has fa­tal flaws (that are of­ten too late to solve)."

#3. TIMEFRAMES

"Takes time to ges­tate ideas - need agility."

"Speed to mar­ket."

#4. LACK INI­TIA­TIVE

"When they be­come com­pla­cent."

"Lack of fu­ture think­ing."

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