Spend less time forecasting the future and more time making it
I was asked yesterday about the frantic pace of change within marketing and the need to identify the next big thing through forecasting.
I’m more concerned with trying to make the next big thing happen for my clients, rather than speculating where change might occur elsewhere. But trend-hunting is always an interesting diversion and sometimes a source of inspiration or aid to competitive innovation.
Today the opportunity is for agencies to develop unique and ownable platforms, digital or analogue, that become a vital everyday part of how your client works, sells to, or services their customers. Distinctive platforms that lock each client in for the long term benefit of their profits, brand and their customers, have to be a priority for any agency. Otherwise agencies are only providing temporary or tactical aid to their clients; and this is very easy to replace.
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Tags: Account Planning, Kevin Sugrue, Planning, Platforms, Strategy, Trends