AdFocus: The future of SA adland
Covid-19 has forced advertising agencies to re-evaluate the value they add
As consumers change their consumption habits, their relationships with and perceptions of brands are being re-evaluated. An economic downturn has influenced everyday spend, with purchasing decisions increasingly made based on affordability and genuine needs. How brands and advertising agencies are responding to these changes was the focus of an FM AdFocus LIVE in Conversation with Bongani Chinkanda, founder of Diaries of a Salesman, Sean Donovan, president of TBWA\Asia, and Andrea Quaye, C-suite marketing executive.
The Covid-19 pandemic has provided the industry with a host of lessons, including the fallacy of control, and reiterated the need for brands and agencies to be fluid, said Donovan. In Asia, the pandemic has resulted in better client-agency relationships. According to a recently conducted survey of 60 blue-chip chief marketing officers, agency relationships have moved from the fourth-most important relationship to the single most important relationship...
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