Agencies must leverage tech, innovation for operational excellence – Ufot
By Felicia Nwosu
Industry veteran and the Group Managing Director of SO&U, Udeme Ufot, has called on agencies to leverage technology and innovation to stay ahead of competition and solve clients’ problems. He noted that the advertising and marketing ecosystem is rapidly changing, while enjoining agency practitioners to deploy cutting-edge technology and innovation for operational excellence.
Stating this in an exclusive interview with MARKETING EDGE, the result-oriented entrepreneur also affirmed that Nigerian creative agencies are well-positioned to optimise technological advancements and latest developments for greater effectiveness.
“We have turned full cycle back to where clients are expecting agencies to deliver on holistic communication programmes, so those pigeon-holing days of saying you are doing advertising, you are doing direct marketing are over – else, you will be disrupted out of business entirely,” he noted.
Reviewing and assessing the prevailing micro and macro-economic situations across sectors, the seasoned professional emphasized that businesses must be creative, as creativity, he stressed, is the soul of advertising business, which goes beyond creating communication.
“It is about the way we run our businesses, the way we relate to each other, relate to our clients, and how we engage the consumer beyond just creating or devising ads. Agencies must evolve to take advantage of these changes. Instead of being victims of the changes, they can be beneficiaries of the changes,” he said.
According to Ufot, agencies are now being required to evolve with clients’ requirements, client expectations, and to offer even more than before, a full 360 degrees offering that will take the brand to every touch point that is possible in engaging with the consumer.
Assessing the advertising landscape in line with the technological evolution that has revolutionised the ecosystem, the experienced brand builder urged marketing professionals to adopt a game-changing approach to unleash the full potential of technology and drive a new shift to business operations to enable their clients’ businesses to thrive.
He stated that as the marketing space continues to stand astride a transformational epoch, key actors in the space must learn to use technology and creativity to ignite a change by providing innovative solutions and tailored experiences that resonate with consumers’ preferences.
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