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All good things must come to an end
Eduardo Braniff, CEO, Imagination summed it all up in one word, engagement. There needs to be a better plan and strategy on how to engage the consumer. Agencies need to turn inward and start with themselves and their employees to find this strategy.
Brands need to have consistency from the inside to the outside of the brand. Practise what you preach. More and more because of the access to technology, people are challenging companies on what they stand for. Through the internet one voice is no longer a small thing and companies need to realize this, for the good, and the bad.
Agencies need good people. What makes someone go work for someone else? Take away the benefit package and salary, and find out at the core of why people want to work at certain agencies
Agencies need good clients. They need clients who will challenge and champion agencies efforts to create great creative. Agencies have to work much more closely with clients and break down barriers so creativity can flow.
The saying “we have to pick and choose our battles” needs to be removed from agency mentality. If agencies want to get their big ideas out there they have to pick every battle because change only happens when you continue to champion big ideas.
Experiment, experiment, and once you’ve done that, experiment some more. Explore new ideas, challenge yourself. Create new accounts to places like facebook, myspace, and second life. Find out what these things are about. It seems no one knows the exact formula on how to engage people, and the only way the mystery will be solved is to try new things.
So ends the Future Marketing Summit NY. Now it's time to move on to London. We’re anxious to hear their thoughts and passion about the future of brand communication.
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Issue #2.1 - NY Summit Special
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