Stay ahead of clients, develop your own brief – Advertising experts tell agencies
By Oghale Mafuru
As part of efforts to stir the tide of change in favour of advertising agencies, industry players have been advised to move ahead of their clients by developing solutions that can help them achieve their business objectives.
Speaking on the need for agencies to continue to set the pace for more novel and creative ideas, Steve Babaeko, President of the Association of Advertising Agencies of Nigeria (AAAN), urged advertising agencies to be at the forefront of innovation and creativity.
The agency’s helmsman, who reaffirmed the place of creativity in the strategic positioning and promotion of clients’ brand, said agencies are saddled with the responsibility of creating the “magic and idea that help the client strive in the marketplace”. Hence, it is imperative for agencies to spot the challenges ahead of time and seek solutions before the client does.
According to him, agencies should be more proactive. “This is not the time to wait for any client to give you a brief. Scan the environment because in 2020, we found ourselves in a place where both the client and agencies had never been before. This is the time agencies should be more creative. If you see anything or come up with any idea that you think will be beneficial to your client, suggest it even before they try to tell you.”
Similarly, an astute marketing professional and General Manager of First Katalyst, Agnes Ailuelohia called on agencies to move from the point of waiting for briefs to the point of getting briefs. She advised agencies to engage in deep market research, noting that they need to gather insights together and then analyze.
In her words: “Gather the insights together, make conclusions and assumptions. Predict the trends and if you are able to sell that to a client, you will be able to get a brief.”
RECOMMENDED ARTICLES
Comment
No comments found.