Marketing Consultants & Advertising Agencies
Agencies could do themselves and their clients a really big favour by occasionally taking time out to review the client’s overall marketing strategy and business direction.
This really does require an external marketing consultant to help take stock not just of the communications strategy but the whole market dynamic, the brand and brand organization's place and progress within that market.
Whether we like to admit it or not we tend to favour our own particular discipline and this isn't actually benefiting either the client or the agency. Clients are increasingly wanting their agencies to contribute to the broader business strategy but most agencies simply don't have the depth and breadth of commercial talent and experience to draw on internally.
I feel agencies need to be a bit braver, a bit more adventurous, especially given the current situation and be prepared to bring in an independent marketing consultant and develop a partnership approach with their clients.
Let's be honest with ourselves guys, most agency planners actually do not have a broader commercial experience outside the agency walls. When clients are facing pricing, distribution and manufacturing issues as well as pressurised marketing budgets, they need rigorously developed, creative approaches to those challenges beyond a new comms strategy or another social media campaign.