Own creativity, accelerate with technology, Jude Odia tells agencies
By Oghale Mafuru
The Managing Director of Starcom Media Perspectives, Jude Odia has charged advertising agencies to focus more on developing creative ideas as it is vital for the growth and sustainability of the industry.
Speaking in an Interview with MARKETING EDGE on TV, the advertising expert who, described creativity as a necessity for the new age agency, said creativity will distinguish the advertising industry from other sectors of the economy.
He said: “What makes our industry stand out, what will drive the sustainability of our industry is the ability for us to own creativity not technology. Technology can be generic. What will not be generic is creativity.”
He added: “Creativity wise, we need to champion it more. We need to ensure that no other sector or sub sector takes that skill set from us which is the ability to create something out of nothing, especially ideas that can move the world.”
According to him, for agencies to continuously be at the forefront of mitigating the adverse effect of the pandemic on their clients’ businesses, they must be able to think outside the box to proffer solutions that help to improve the client’s bottom-line with particular focus on increasing their revenue in tangible and measureable terms.
Mr. Odia further stated: “Clients are now paying lesser premium on how you organize your business, the kind of affiliations or partnerships that you have. They are after the power of the ideas to move their business. Clients are now going into more tactical and bespoke relationships because they are looking for who is the best person that can give them the best solutions. They are no longer fixated on service fee-based arrangements but more on performance based remuneration.”
The iconic IMC professional said that clients are willing to pay more if agencies can vividly and precisely prove to them that their strategy can improve on their bottom-line.
He also urged agencies to diversify their revenue stream by exploring other opportunities outside clients’ briefs and expand their frontiers as it will impact significantly on their revenue base.
In his words: “It is no longer about depending on the brief that comes in from the client. It is about developing solutions that can sell across party lines.”
To the astute IMC expert, creativity when driven by technology will undoubtedly lead to growth of the industry.
RECOMMENDED ARTICLES
Comment
No comments found.