by Alistair Mokoena. Consumers have a voice today and they will use your execution or your brand to make that voice heard.
Tag archives: the switch
The Switch: What sits in the centre? A platform or an idea?
by Alistair Mokoena. For marketing professionals, the biggest accusation seems to revolve around lack of effectiveness on our part.
The Switch: What adland needs to recall about New Year’s resolutions
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?
The Switch: Going back to brilliant basics
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.
The Switch: How many briefs does it take to light up the sky?
by Alistair Mokoena. Who is responsible for writing briefs?
The Switch: Harnessing creative energy
by Alistair Mokoena. Being creative and innovative is the only way organisations can thrive in this new dispensation.
The Switch: Are comms agencies walking the talk?
Like medical professionals are lousy about taking their own medication, so, too, are communications agencies generally bad at communicating.
The Switch: Client-agency courtship should be a daily thing
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.
The Switch: Fortune favours the prepared
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.
The Switch: Less adrenalin, more inspiration
by Alistair Mokoena (@AlistairMokoena) One of the biggest myths that clients believe about creativity is that adrenalin is the secret ingredient behind great work. In other words, they believe that great work is produced when the artist, composer or the writer is under time pressure. This influences the amount of time clients allocate to agencies to respond to briefs.