Corrie MurdochYou have taken the words out of my mouth! Thank you very much for airing your grievances and bringing this huge problem to the fore front.
I am sick of dealing with people who provide 'LSM 8 - 10, Black Female from Bryanston' as a target market! Immerse yourself, think like that brand and take time writing briefs and educating your agencies on your brand.
We seem to think that the different agencies working on our brands are out to get us and fight amoungst themselves. The creative agency hates the media agency because their strategy is not inline with the proposed creative execution. The marketers have no idea what is going on behind the scenes because the account director simply reports the good results and at the end of the day, everyone gets stuffed!
Agencies loose clients due to bad briefs, marketers blame agencies for being off brief and all in all, a f#ck load of time, energy and money is wasted.
We need to put pride back into our position and see ourselves as the leaders of a team with the same goal and direction.
If the media agency says 'outdoor and tv' but the creatives say their concept is built on 'print and radio' we have to ask ourselves the questions - who wrote the brief? Why did they get it wrong or simply why are all the agencies not in one room banging out concepts together.
I am sick of hearing about brainstorm sessions... that is our job! Its not a session or team building exercise, it should be our day to day job spec!I do not have time for people that believe that because we wear a suit we cannot add value to a creative concept or assist in the idea process. People who call themselves marketing professionals but sit around all day because the have employed other talented people to run their brands are the people ruining the passion the rest of the good ones have. We should be valued and fated for our knowledge of our brands and should be the main source of information for everyone involved.
Lets all put our egos aside, pull up our socks and build something revolutionary.
Thanks again for this article - made my day!
Alisha SpykermanMfundo, thank you for such a great article! It is about time that someone spoke up! I think a lot of us out there have been bleeding to say this and I would like to add, can we also start learning the purpose of a Corporate Identity and how to interpret it. Using that CI manual once in a while would in fact not kill you and actually make life a lot easier for marketing and branding professionals alike!
Fezile Nomzamo Phungwayonice article mfundo well put