Extract:
“1. Get into shape
For digital, that means redundancies. No digital media owner, agency or advertiser, particularly if they have US paymasters, is likely to end the year with more staff than it started. But, it’s an opportunity for those businesses to assess the parts of their business that deliver real value. The worry is that they’ll throw the baby out with the bath water. Creative talent, marketing and – particularly – investment in technology are not places to cut costs though it might look that way to the spreadsheet operatives. However, they should feel free instead to cut back on fancy offices, encourage remote working, and spend less on making their clients feel ‘special’. Good clients want good work, not good jollies.”
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Filed under: Agencies, Digital investment, Display advertising, Online advertising, Publishing, Trends
