Marketers told to ‘unshackle’ from siloed thinking to better connect with audiences

Hearn

Marketers need to “unshackle” themselves from thinking in a channel or category perspective if they want to create really effective campaign, Dentsu Mitchell’s David Hearn has told a conference.

Speaking at today’s PRIA National Conference, Hearn, the director of Federal Government media relations, said clients need to take a step back and bring in their roster of agencies before they’ve decided on their marketing approach.

“What we’ve started to do tends to be the creative or media led room conversation. The client should engage the agency before they know the answer. Don’t try and bring people together and assume I’ve carved up this small amount of money for social, for PR and I’ve already got my agency working on a TV ad – we need to step back.