The first week of February I was in New Orleans presenting this deck for WebTrends Engage conference.
As you can probably guess from the title, the goal of the session was get people thinking about a different way to look at how brands relate to their audience, how agencies can more consistently deliver better experiences to that audience, and how and why we should be thinking about the business of our clients.
It is, in a lot of ways, a presentation version of this post
Great slideshow Justin,
You’ve demonstrated the exhaustive analysis required to ensure tactics march in lockstep with strategy. Mitigating risk has never been the strong suit of agencies. What’s worse, it seems like the more reputable the agency, the greater the hubris, so the perceived need for a plan B safety net is smaller.
I agree with your point on the Fight blog that metrics are often overlooked. I can understand why — they are the least sexy component of creating a campaign. At the same time they’re the most vital in determining whether forward progress is being made and that the objectives of the campaign are being met.
yeah – I have yet to find a way to get agencies to bring concepts like metrics and analysis to the table in any meaningful way. So much so that I just had to start my own. That said, I believe the best the CD’s going forward are going to be the ones that understand the role of what they do in the business sense, and that should lead them to wanting more info, not less.
One can dream any way, right?
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