Changing the rules of our business is critical if we are to survive.
It is what we need if we want to remain relevant in the shifting landscape of the communications industry.What do I mean?
The tried and tested way of running an agency is now being put to the test. It is no longer just how pretty you can make the visuals look or how much you can outspend and outshout your competitors. Clients today want tangible proof that your agency has made a difference in moving the needle to the right.
The truth is, no matter what the client says, whether they say it is to improve their branding or their image or to change consumer perceptions and behavior, the ultimate goal is always to increase their market share. In the final analysis, our performance as an agency will be judged by how many market points they have gained since our communications program was implemented.
So we need to confidently say, “Mr. Client, we can make a difference to your market share!”
This raises the question: How?
With our ingenious sei-katsu-sha approach to solving a client’s problem, change should come naturally. We need to be nimble enough and ready to be proactive instead of reactive to changing market and client needs.