Cast & Crew reposted this
Insightful article with our own VP Marketing & Business Development Mark Egmon sharing his thoughts on the complex modern marketing landscape and how we got here
In this excellent article Mark Egmon VP, Marketing and Business Development, The TEAM Companies, LLC and Larry Byrne CEO, Lakehouse Partners chart the rise of social media and other digital channels, which offered new ways to reach people and a lifeline to agencies. More channels meant more content to create. But following two financial downturns, coming after decades of questioning the value of traditional marketing, led advertisers to accelerate their drive for efficiencies, re-evaluating the amounts spent on advertising and the ROI of their marketing dollars. Inspired by the success of decoupling media agencies from creative agencies, the rush to divest from the ‘one size fits all’ Agency of Record (AOR) was on. The consequence of this however has led to less centralized management of the brand, less understanding of the importance of functions like business affairs and less asset management oversight. Compounding the problem for larger advertisers is that each market, and sometimes each business unit, often operate within their own tech stack, and often each of those stacks are not well structured or effectively interfaced. Has the pendulum swung too far? The article looks at the pros and cons of several different models that have been developed in response to marketers’ efforts to regain some control over the content creation process. To read the article in full click this link https://lnkd.in/eVjdVw9n The article is also available as a digital magazine version here https://lnkd.in/emsFc92e Claire Randall John Kirk Emma Shepherd Chelsea McIntosh Nicole Guenette Ken Madsen Geoff Hall #creativeproduction #decoupling #assetmanagement
