When the team at NZ Marketing reached out to ask whether I’d like to provide my opinion on the evolving creative agency landscape, including my view on pitches, I immediately asked my wife — a hugely talented account service professional — whether it was a good idea. Her response was, “Sure, the last thing the agency world needs is yet another opinion from a client about how they should run their business.” So here goes.
It’s probably worth me pointing out that if you work in an agency and are frustrated by the content of the first part of this opinion piece, I think it’s worth reading until the end.
THE AGENCY LANDSCAPE
I believe that commerciality is a critical success factor in business, marketing and advertising, but
