According to this Reuters article, clients are willing to continue their current ad expenditures if the agencies get more creative and can provide proof that their ideas will work.
To paraphrase: Do something that’s never been done before and prove to me beforehand that it will be hugely successful.
Just to make things more interesting, there’s a catch.
Larger advertisers are parcelling their business out amongst many agencies – or “suppliers” as we are now affectionately referred to. Recurring competitive pitches means loyalty is determined by who can promise the most immediate and impressive sales spike.
In this frenetic game of musical boardroom chairs, where the advertiser is simply prepared to take the business where the promise of instant success is most convincingly made, who is nuturing the ongoing relationship between the audience and the brand?