By: Cary Hatch [MDB CEO]
Amid the toughest economic climate in decades, new opportunities have emerged. Surprisingly, the marketing ecosystem is evolving to satisfy the new needs and realities of brand leaders and the industry as a whole.
While some of the most talented marketing executives are still jittery about job security, or are still seeking gainful employment, and creative crowd-sourcing steams ahead, there appears to be a shift in the fractured model of marketing communications. Collaboration.
While “teaming” has gone on for many, many years – there seems to be a new-found zeal (or at least acceptance) for the confluence of talented agencies working with other talented agencies, and independent players. Or is this a “necessary evil” to survive, driven by fewer client dollars and the survival instinct kicking in? Examples we’ve seen in recent months include; concepting on social media campaigns to promote Hollywood movies, leading social media monitoring initiatives for the administration, providing start-up strategies for global charitable organizations and championing national brand positioning for one of the nation’s largest conservation efforts. How? In some cases we are the historically-heralded “lead agency” – in some cases we are brought in for our subject matter expertise –interestingly, sometimes by the client’s publicly-traded agency – other times by the client.
Instead of the ruffled-feathers reception we could have anticipated years ago, we’re seeing widespread acceptance and many times a warm welcome. It’s a much friendlier sandbox indeed. What do you think? Have you seen the same changes?