Anyone who communicates for a living, from the lowliest marketing executive to the most seasoned front-bench politician, understands that before you deliver your message, you need to know your
|Scooped by ClickTell Consulting|
What may have changed George Orwell’s opinion about advertising from: “the rattling of a stick inside a swill bucket” to; “the gentle brushing of a feather inside a basket of flowers”?
There is no question that conventional marketing & advertising is no longer able to deliver the goods demanded by individuals and governments. Mistakenly, the focus continues to be mainly on the short term needs of the agency’s client rather than the consumer.
So, today’s marketing agencies insist upon continuing to address problems that are no longer amenable to single subject focus. Same old protocols are followed to market, say sugar laden juice drinks, while governments around the globe continue with their fiscal haemorrhage attempting to keep their nationals healthy and the healthcare costs manageable.
And right here there is a great opportunity to capitalise on such insight by providing the right mix of talent able to conceive solutions as well as the marketing of the products. The right kind of both “horizontal” & “vertical” talent - rather than just “vertical” - able to cross pollinate seemingly unrelated fields to come up with truly winning solutions. It is only then that a desperately needed bridge can be built between products and the consumers.
Marketing agencies must, as a matter of urgency, restructure and re-engineer their culture and affairs so as to deliver solutions – real tangible solutions - at a level to truly win the hearts and minds of their clients’ customers.
It is only then that the George Orwells of the future may describe marketing & advertising as “the gentle brushing of a feather inside a basket of flowers” rather than “the rattling of a stick inside a swill bucket”.
Dr Sepe Sehati
Co-founder, ClickTell Consulting