Marc Brownstein writes a regular column for Advertising Age called The Small Agency Diary – I highly recommend reading it if you don’t already. Marc’s most recent column takes on the notion of the importance of agency decor and its’ relationship to marketing effectiveness. I want to address a comment Mark makes that I think is indicative of some of the problems impacting advertising effectiveness and accountability. Here’s his comment:
Marketing shops are expected to create an environment where creativity
flourishes. As a result, clients have come to expect an agency’s
offices to be cool.
My take on this will be predictable. Some marketers expect their agency offices to be cool, and there is a whole other breed of marketer focused on effectiveness who are not swayed by agency decor, creative awards, free dinners or other items of eyewash that some agencies have become so skilled at deploying.
Brownstein’s column spawns a generalization: the more emphasis your agency places on decor, awards and client entertaining, and, the more emphasis your marketing manager places on engaging such agency – the less effective your marketing will be.
Your experience may vary.
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