SalesNewz.com

For brands, advertising has always involved finding a third-party shop and letting the young guns rip on a riveting, inspirational concept that can be worked up by the art-crew into a striking visual nugget and blasted out across the mediasphere.  Central to that process has been the relationship a Marketing Director has with his Agency.  The effectiveness of which can easily determine the future wage-packets, postcodes and kids’ schools of everyone concerned.  However, like many others aspects of marketing, that’s changing.  ‘The unwritten rule used to be three decent TV campaigns and you’re on the Board,’ an ambitious brand manager from an FMCG Mega-Corp whispered to me last year, under cover of his cappuccino.  ‘But not any more,’ he said with the glint in his eye of someone who has realised the goal posts have been moved but that not everyone has noticed.  So what’s the future for the upwardly mobile brand manager?  And indeed, the ambitious Agency Chieftan?  Will the pivotal relationship between the two survive as the media landscape shifts? 

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