MARKETING Magazine Asia

This story was featured in MARKETING Weekender – Issue 362

Why agencies think clients are from hell

Lack of direction: When advertisers are not clear about their business goals, target audience, or marketing objectives, it can make it difficult for agencies to create effective campaigns.
Micromanagement: Agencies may feel frustrated when advertisers micromanage the creative process, hindering the agency’s ability to produce high-quality work.
Inconsistent feedback: Agencies need consistent and constructive feedback to improve their work. When advertisers fail to provide clear and consistent feedback, it can lead to confusion, delays, and poor campaign performance.
Unrealistic expectations: Advertisers may have unrealistic expectations for campaign results or timelines, leading to disappointment and frustration when those expectations are not met.
Lack of trust: When advertisers do not trust their agency partners, it can create a negative work environment and undermine the success of the campaign.
Poor communication: Like advertisers, agencies dislike poor communication from their clients. When advertisers fail to communicate effectively or provide timely feedback, it can lead to delays and missed deadlines.
Scope creep: Agencies may feel frustrated when advertisers ask for additional work beyond the original scope of the project without adjusting the budget or timeline.

Pros and Cons of an In-House ad agency

Pros:

Cost-effectiveness: Hiring an in-house advertising team can be cost-effective in the long run compared to outsourcing to a third-party agency. This is because an in-house team is typically paid a salary rather than a fee, which can result in lower costs over time.
Increased control: Having an in-house advertising team gives a company greater control over the creative direction and strategic vision of their campaigns. It also allows for easier collaboration between different departments and teams.
Faster turnaround time: With an in-house advertising team, communication can be faster and more streamlined, allowing for quicker decision-making and faster turnaround times for projects.
Improved brand knowledge: An in-house advertising team has a deeper understanding of the brand and its values, which can result in more effective campaigns that resonate with the target audience.

Cons:

Limited expertise: An in-house advertising team may lack the specialized expertise and experience that a third-party agency can provide. This can lead to limited creativity, narrow perspective, and an inability to bring fresh ideas to the table.
Limited resources: An in-house advertising team may have limited resources, including budgets, staff, and technology. This can lead to subpar campaigns and limited reach.
Limited objectivity: An in-house advertising team may be too close to the brand, making it difficult to remain objective and see the brand from an outside perspective.
Limited scalability: An in-house advertising team may be limited in its ability to scale up or down based on changing business needs or seasonality.
Talent retention: An in-house advertising team may struggle to attract and retain top talent in a highly competitive market, which can impact the quality of their campaigns.

Future of cinema?

Hybrid distribution: With the growth of streaming services and the COVID-19 pandemic accelerating the trend towards digital content consumption, cinema may adopt hybrid distribution models that offer both in-theater and online streaming options to reach wider audiences.
Improved immersive experiences: Cinema may continue to focus on creating immersive experiences for audiences, such as virtual and augmented reality, to enhance the theater-going experience and attract more viewers.
Sustainable and socially responsible practices: As consumers become more conscious of environmental and social issues, cinema may adopt sustainable and socially responsible practices, such as reducing carbon emissions and promoting diversity and inclusion in their films.
Collaboration with streaming services: Cinema may collaborate with streaming services to co-produce films and share distribution rights, creating a more integrated content ecosystem that benefits both cinema and streaming platforms.
Increased localization: Cinema may prioritize producing and distributing locally relevant content that appeals to specific regional and cultural audiences, rather than relying solely on Hollywood blockbusters.
Experimentation with new formats: Cinema may experiment with new formats, such as shorter films, interactive content, and event-style screenings, to diversify their offerings and appeal to a wider range of audiences.
Increased investment in technology: Cinema may invest in advanced technologies, such as artificial intelligence and big data, to enhance the production, distribution, and marketing of their films, creating more personalized and targeted content for audiences.