by Alistair Mokoena. Consumers have a voice today and they will use your execution or your brand to make that voice heard.
by Alistair Mokoena. For marketing professionals, the biggest accusation seems to revolve around lack of effectiveness on our part.
by Alistair Mokoena. Shouldn’t clients and suppliers know what each of us is setting out to achieve this year? What could be more important?
by Alistair Mokoena. I recently did an exercise to see what traits and functional skills are needed to succeed in advertising today — with surprising results.
by Alistair Mokoena. Does this law apply to advertising services? Do the cheapest agencies get the most work and do expensive agencies lose out?
by Alistair Mokoena. Who is responsible for writing briefs?
by Alistair Mokoena. Being creative and innovative is the only way organisations can thrive in this new dispensation.
Like medical professionals are lousy about taking their own medication, so, too, are communications agencies generally bad at communicating.
by Alistair Mokoena (@AlistairMokoena) The bulk of issues experienced in client-agency relationships is not about the work; it is about relationship management. Yet you will hear many people say, “Just sort out the work and the relationship will be fine.” This is not true.
by Alistair Mokoena (@AlistairMokoena) There’s nothing better than trust from clients. When they trust your opinion and judgment, they let you decide what great creative looks like. They let you do brave work, and they follow your lead when it comes to proactive work.