I’ll admit it is absolutely impossible to know everything that’s going on with advertising, branding, communications and consumer insights but if you are in the hurricane of today’s marketing communications environment you have no choice but to try. If you are in an agency, like I am, it does not matter if your agency is doing it or not you need to know what tools are out there and figure out how to serve those tools to your clients before someone else does. That does not mean being all things to all people, but rather knowing how to create partnerships to benefit the client. A client who has been served well will give you credit for knowing what they need and how to get it done. Most clients don’t want more relationships, they want more solutions that positively impact their business goals.
