Advertising Age Article Abstract
Marketers, Give in to Agencies' Cold Calls
Beyond Formalities: That Aggressive Suitor Just Might Be a Fit
CMOs and marketing agencies can't seem to move beyond formal processes to get it on. In other verticals they're less inhibited, but like shy sweethearts from a bygone era, we rely on third parties to facilitate romance. Why? I suspect large numbers of marketers and agencies are uncomfortable with selling and being sold to. However, while certain agencies wait for a request-for-proposal to arrive, the phone to ring or a search consultant to announce an appropriate match, others are realizing the opportunity exists to shape their own destinies. And so a new generation of agencies are knocking on your door. ...