by: Alain Thys
I finally got round to reading an article by Stephen White, a friend of mine who runs EMM, one of the world's leading media management and effectiveness consultancies.
As usual it provides an entertaining read, yet the fact which leapt at me more than any was that senior advertiser personnel typically find themselves so distracted by day-to-day issues that in a typicaly client organisation, media is lucky to get 2% of senior executive thinking time.
This while, promotions aside, advertising media typically represent 60–80% of a brand’s variable costs and media consumption habits are changing at the speed of life.
Would it be time for updating some of the priorities?
Orginal Post: http://alainthys.blogging.com/blog/_archives/2005/4/24/613764.html
Great reading, keep up the great posts.
Peace, JiggaDigga
Perhaps the solution is to split marketing jobs into "Brand Development" and "Market Development", creating specialists in brand and advertising who spend 100% of their time on these tasks, while others focus on the day-to-day activities.