There will be an increased focus on integration from a marketer's point of view which means collaboration from an agency's point of view...
Gillian Rightford 22 Jan 2016
To sum up what I believe we will see more of in the coming year, I look to the most eloquent Bob Garfield: "Mass is headed for a mass grave. Reach will be ever more out of reach. The future, and the present, requires aggregating individual relationships at scale. Just like, whaddya call it...life."
Gillian Rightford 22 Jan 2014
Much has been written about the relationship between Michael Jackson and his doctor, Conrad Murray. And haven't we also been wondering whether Whitney Houston's doctor will go under the same microscope? This got me thinking about the sometimes-dysfunctional relationship that exists between marketers and ad agencies.
Gillian Rightford 30 Mar 2012
Whether this year actually brings the end of the world as we know it or not, 2012 is an interesting year from an astrological point of view. So what does this mean for our world, as we know it? Let's take a peek in the crystal ball.
Gillian Rightford 16 Jan 2012
Ad agencies wish they were taken more seriously by the clients as business building partners. However, there's a whole lot of questioning going on in the client world that impacts this wish.
Gillian Rightford 3 Aug 2011
I predict a whole bunch of things that I think should happen, certainly based on global trends, and on emerging South Africa trends. Of course, they may not - although ad agencies live in a creative environment that changes by the minute, the one thing they seem less able to do is change! But in some of these instances, change might well be forced by external movements.
Gillian Rightford 14 Jan 2011
Hey, so I know we all talk about how important the consumer is in the business of creating advertising. But if you are an advertising/communication practitioners, have you taken the time to study this legislation, the new Consumer Protection Act, which goes live in April 2010?
Gillian Rightford 16 Mar 2010
The usually tough job of being an agency MD is probably at its peak of toughness right now. While clients might not have cut budgets yet, you can be sure they're thinking of it. And the agency MD has to be thinking about that possibility.
Gillian Rightford 21 May 2009
Charting the trials and tribulations of the ANC over the course of 2008 will no doubt make for a very interesting case study. Not in politics, but in brand management and on the "un-intellectual" approach to its intellectual property.
Gillian Rightford 10 Dec 2008
There's a growing trend for companies to use a pitch consultant to help them source a new ad agency. No wonder, when the average tenure of a client-ad agency relationship has decreased by almost 45% since the '80s, according to UK company Bradford Consulting.
Gillian Rightford 24 Nov 2008