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Why marketers should pay more for their advertising agencies
Marketers have long needed to do more for less but there’s a commercial and moral case for investing more in agencies and improving wellbeing in the industry. It’s a polished, media-trained world. Savvy spokespeople tell us precisely nothing beyond the party line. So when soundbite supremo Sir Martin Sorrell changes tack, it’s worth pausing for thought. Speaking at a recent event hosted by Campaign, he argued that marketing should focus less on top-down ‘big ideas’ and be more bottom-up, like a “grassroots” political campaign. To make that happen he said that your agencies needed to be “faster, better, more efficient though I won’t say cheaper”. But now fast-forward two weeks. On S4 Capital’s quarterly earnings call, the punchline had changed. As reported by MAA he said S4 aka MediaMonks was focused on “faster, better, cheaper executions”.
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