The ad boys are just so happy with their ads. Client asked for a launch plan, we gave 'em some ads, we'll
both win some awards and everybody is happy. Wait, did we sell anything? Did we change behavior? Did we introduce ourselves to somebody new? I don't know, those ads were great through, my buddy called and laughed out load. Whoopie!!
We've opined here on occasion about Connective Tissue - going back to Larry Everling at Grady Rose in 2005. Where should or does the agency insert itself into demanding the client evaluate and adjust the disconnects?
Mr. Wolk has a nice example over at The Toad Stool. It's Not My Job is a post with a construction theme about the role you want - being the architect, or being the contractor. Traditional agencies today of any flavour - ad, pr, dm, digital will continue to be the contractors if they can't persuade a client to look beyond the immediate need of shooting some flair in the air.
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