Download: How A Brand Strategy Is Born
by Jim Hughes and Bob Grant
While speaking to a group of CEOs recently, we asked how many of them share their business plans with their advertising agencies. Only a small number raised their hands.
It’s not surprising. It seems agencies and clients are equally at fault for this “separate camps” mentality. The important strategic business stuff never leaves the corporate office, and agencies tend to get caught up in the creative execution of assignments to promote sales. The result is that businesses seldom see their agencies as valued strategic partners.
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