Ad agencies will increasingly have to demonstrate greater return on clients’ investment as the country slips into recession, and price and capability are no longer the only key determinants in the relationship, says Lynn Madeley, CE of Havas Southern Africa. Madeley believes agencies need to develop a better understanding of how people are consuming information, and adopt structures that enable that understanding. She suggests that agencies are now under closer scrutiny from clients than ever before and need to trim fat and streamline operations. "Technology now facilitates many processes, especially with content creation and dissemination. Things can be cheaper and simpler while capabilities are stepped up to put out enhanced quality of work." Her view is borne out by Gillian Rightford, who runs Adtherapy — a client-agency skills development consultancy. She says the relationship breaks down when there is diminished confidence that the partnership can deliver on expectations. "From...

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