Changing the view of value
There is a growing shift across the industry from efficiency to effectiveness as marketers and their chief financial officers look to understand what their return on investment is from each dollar spent.
Discussing the need for agencies to show “value” to their clients and justify their working relationship long term, McKibbin suggested that there has to be an appreciation that developing great creative to promote a brand can be a business multiplier. To ensure that is understood, the perception should shift to focus on results and the creation of market value.
And with a growing reliance on technology and data coming into a creative and human industry, the panel discussed why gut instinct and lived experience remained key ingredients to developing brave ideas.
“Data is incredibly valuable input,” said McKibbin. “It’s a tool that we should harness and that we should use and we should listen to. And then layer on top of that our guts and our training and our cumulative years of experiences. As marketers, both things have to go together.”
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