Ladies and gentlemen, the backlash has arrived.
Or maybe it hasn’t. Depends on who you ask.
You get out what you put in. No exceptions.
The number of marketing channels is exploding, but the budgets we have to fill them are headed in the opposite direction. These two seemingly opposing trends are being driven by the same factors — a segmented economy, widely available technology, and consumers who have grown up making their own content and sharing it on their own platforms, without the assistance of Big Media.
Additionally, technology has given CEOs the ability to hold marketing departments accountable not just for budgets, but for daily results. When you add it up, it’s no wonder clients are asking agencies to place “smaller bets.”
But working with smaller budgets doesn’t mean you should settle for smaller ideas. It’s not always easy, but you can find ways to be more efficient and shorten the process without taking shortcuts. Some agencies are making the difficult decision to move forward with reduced teams, leading to ideas that are developed without the benefit of diverse viewpoints. But here are a few other paths, so you can keep pushing your ideas without compromising the quality of your work.
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