In the ad world, acquiring new business is not always the most rational, or effective, process. For agencies, pitching new business is often a drain on resources and morale, and it doesn’t always result in the the best pairing of brand and creative partner. Here, agency players weigh in on where the pain points are and how the process could be changed for the benefit of all parties.
Permission marketing has deteriorated into spam, TiVo is killing the 30-second ad, and no one trusts corporate America. Could there be a more challenging — and thrilling — time to work in marketing? Branding guru Laurie Coots doubts it.
Can hope scale up? Can change scale down? Can leadership grow from the grass roots? What's the meaning of "Dotcom Mania"? Some of the best brains in the Fast Company community convened on Nantucket for the roundtable of the year.
Some ad agencies just design breakthrough campaigns. TBWA/Chiat/Day also designs breakthrough offices — from 1994's "virtual office" to today's advertising city. And every time the agency redesigns its offices, it reinvents itself.