Business needs to stop seeing advertising agencies as “players of last resort”, according to Etiket MD Janhendrik Oosthuizen. He explains that all too often, ad agencies are brought in at the last stages, whereas they should enter the client’s value chain much earlier, if clients are to benefit from their best work. “We should be involved with the client’s business at the very start of every process, which is where we create the best magic,” he says. Oosthuizen believes the conversation should be about changing the perceptions clients have of ad agencies. He explains that because of the very specific role agencies have traditionally played in the value chain, clients are often unable to see them as anything other than the makers of “pretty pictures”. Etiket has long been positioned as a creative consultancy rather than a traditional advertising agency. In an industry where a new source of competition is business consultancies, Oosthuizen argues that what Eitket does is essentially t...
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