Ferrier: agencies are too closed minded
One of Australia’s leading marketing minds says marketing agencies are too closed minded when it comes to innovation.
Naked Communications founding partner Adam Ferrier told the Mumbrella360 Conference “all communication is now interactive”, and that agencies should take advantage of this.
“The whole tech integration into marketing is happening a lot slower than I expected it to,” he said.
Speaking to Mumbrella, after the event, Ferrier said most ad companies operate using a “closed” business model and not sufficiently open to innovation.
COMPLETELY AGREE
Chicken and egg. A lot of clients are cautious and agencies care about just doing enough to retain the account versus losing it over risking the tabling of often sound ideas that would guarantee better results.
No question though in a lot of instances agencies do need to grow a set, be forthcoming about initiatives that guarantee results, take them to the client and back them.
agencies are led by clients generally … they are more often than not paid to ‘do’ not paid to think or innovate.
This whole debate already feels old to me.
I heard the same thing 15 years ago come out of Heather Albrecht’s mouth at a speech.
The future of tech has arrived and its a clap-o-meter.
Well done Spinifex for having an idea and not just pushing a platform.