Do clients pigeon-hole agencies according to their provenance – be it digital, DM, sales promotion, above-the-line?
We try not to define agencies by their output. We want smart, innovative people who can make a difference to our business, no matter where they come from. It’s about having good creative output and executional nuance in specific areas – so occasionally we might want to hire someone with executional detail in search, for instance. Good agencies know where they’re coming from and stick to their principles. An agency rebrand is not likely to sway me. Q: What’s your advice to direct marketers within brand companies – how can they use the DM platform to go further up the ladder? Know your strengths and play to them. Accountability is more important than ever. Direct marketers need to discover new ways of proving effectiveness, developing models of response analysis and ways of interacting with consumers on Facebook. It’s also about making sure technology is an integrated part of marketing and DM people are comfortable with that. It’s a feature that should stand them in good stead. Q: Can yo
