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Q is NOT whether we are at cross roads

Q is NOT whether we are at cross roads. Coming together is a beginning Keeping together is progress Working together is success Henry Ford. Q is whether we wish to be successful or not?. Environment. Competition. Marketing Mix. Sales of the Brand. Creative. SOV. Duration of Ad.

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Q is NOT whether we are at cross roads

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  1. Q is NOT whether we are at cross roads Coming together is a beginning Keeping together is progress Working together is success Henry Ford Q is whether we wish to be successful or not?

  2. Environment Competition Marketing Mix Sales of the Brand Creative SOV Duration of Ad No. of Executions Other Media From Vines to Wines Media GRPs Reach Intent/ Consumer Disposition Awareness

  3. Transparency and Accountability Clients want sales Media agency wants GRPs, reach, frequency Media owners want rates Media Consultants Measurement Metrics

  4. Media Agency Client Media Owner

  5. Some issues staring at us What is lacking/or is below expectation between MSB and MO? • Trust • Transparency • Accountability • Two way Relationship What Agency needs to do? • When Trust, Transparency and Accountability is demonstrated between MSB and MO, Agency’s task will become easier to build the two-way relationship with Client • Agency need to carry MO with Client as Partners in growth • What is the responsibility of the third stakeholder – The Client”? • Trust the agency • Treat them as extended arm of their own • Understand the benefits  of two way relationship and take a long term view

  6. We must all hang together or most assuredly we shall hang separately. Benjamin Franklin

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