by Alistair Mokoena (@AlistairMokoena) One of the lessons one picks up in business school is the importance of environmental scanning as a business practice. I agree with the notion that all things are good as long as they are done in moderation but I think our industry takes competitor intelligence and understanding our clients too far.
Search results for: Alistair Mokoena
The Switch: Ethics and profits — the elephant in the room
by Alistair Mokoena (@AlistairMokoena) For an industry that jealously protects self-regulation like the advertising industry does, the role of ethics is paramount. Not only is it critical to shaping the image of our industry in the eyes of our stakeholders, it is simply the right thing to do.
The Switch: Compartmentalising your clients for growth
by Alistair Mokoena (@AlistairMokoena) Managing a portfolio of accounts is not easy. The answer is a well thought-out portfolio management strategy which recognises that different accounts have different roles to play in the agency’s game plan.
The Switch: Do you want a loerie or an ostrich?
by Alistair Mokoena (@AlistairMokoena) The loerie bird has, in essence, become the hallmark of creative excellence in our industry. But what if I told you there is another bird out there, of equal significance? A bird that can teach us a few valuable lessons about running a successful business?
The Switch: There IS place for the wise and old in adland
by Alistair Mokoena (@AlistairMokoena) All you ad execs who are 50 years and older, please stand up so I may come to you for wise counsel?! One of the things that strikes one when one joins the advertising industry is that it is full of young people, as well as a preponderance of women, just like a pride of lions.
The Switch: Gearing up for success in an organisation
by Alistair Mokoena (@AlistairMokoena) What I’ve learnt in my time as a leader is that the best advice often comes from talking to staff about what they would do if they were in charge. So, instead of reading more business books, I’ve taken to having lunches or a few beers with colleagues.
The Switch: The quick agency/marketer guide to surviving a pitch
by Alistair Mokoena (@AlistairMokoena) Every profession has its defining moment, a moment when stakes are at their highest. We refer to these moments as the moment of truth. For marketers, the moment a consumer interacts with a brand for the first time constitutes a moment of truth. For those of us in the advertising world, the moment we present work to a client is our moment of truth.
The Switch: Why adland needs pen pals
by Alistair Mokoena (@AlistairMokoena) My prediction is that we will continue to see many more agencies close shop while others downsize. We will also see clients in-source some services and recycle or “sweat” their advertising material. It’s a jungle out there. Yes, strength can help you survive, but it takes a lot more to thrive.
The Switch: The power of the inner circle
by Alistair Mokoena (@AlistairMokoena) We’ve all received an email from a client on a Monday morning telling us about advertising insights they picked up at a braai with friends or at a family dinner. That email usually ends with: “Why don’t we make ads like that?”
The Switch: Give your Loerie to your client and other love lessons
by Alistair Mokoena (@AlistairMokoena) As an advertising professional, what is your love language and do you know your clients’ love languages? Are you treating your clients the way they’d like to be treated or do you default to how you’d like to be treated?