"CMOs are experimenting with many approaches to kickstart brand growth," observes Leslie Zane, CEO of Triggers®, "but it's been difficult to find a winning formula. That's why we see so many cuts in marketing spend. Marketing has lost confidence in marketing. We think that there's a better way to rekindle growth."
“There are no agencies-of-the-future,” asserts Martin Albrecht. “There are only agencies-of-today that are becoming more effective for their clients … versus agencies-of-today that are losing ground. In a turbulent marketplace, you have to think and act like a perpetual start-up to become more effective.”
Increased complexity has become the new standard in marketing. Increased complexity has been exploited to justify advertisers’ increased control over marketing and to marginalize ad agency involvement. Yet, brands continue to languish. The complexity trend needs to be reversed.