| OPTIMISE YOUR ADVERTISING |
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| Message to the CEO, MD or Marketing Director |
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| You know how much you spend on advertising.
Do you think your brands are getting the best return on
your investment? Or is your budget being wasted because
your marketing team and ad agency don't seem to have the
same end-game? |
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| Does the ad agency have true understanding
of your business and the profit pressures you are under?
Does the marketing team, interacting with the agency and
driving the process, have sufficient knowledge of what makes
great advertising? Do they know how to motivate, inspire
and give constructive feedback to creative partners? |
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| If not, your end product, and consequently
your investment, is threatened! |
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| Remember this: the end product, the
output of this complex relationship, is the advertising
for your brand - your brand's public face and personality.
It is the means by which you make both friends and sales.
If this becomes a stunning example of mediocrity, no-one
will notice your advertising, let alone purchase your brand. |
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| A scary thought! In nearly 20 years
of experience, I have seen this happen repeatedly - it is
not unusual and fails to make any business sense... |