The Chief Investment Officer from a major holding company agency recently gave his forecast for the depth and severity of the current advertising recession. He added his opinion regarding trends in media and how they are likely to impact the industry. On its own there's nothing wrong with that. He's qualified to do so and I'm interested in his point-of-view on these topics.
What bothered me as I read his comments is that for today's marketers there won't be a future if they don't survive Q1 2009. General Motors and Chrysler may not survive February! What I'm looking for is insight into what the top minds in the advertising industry are doing differently right now to make an impact on their clients business. I understand that branding goes way beyond short-term metrics but I believe the industry has let its clients down. Too safe for too long and now (hopefully not) too late.
The future doesn't matter.... for now.
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