Who Waits for the Master Plan will Fail
By Stephan Horvath
Munich Chief Executive
With criticism often levelled at agencies for ineffective digital campaigns, I want to highlight the role and responsibility of the client in the creative process. It is their job to define specific strategic goals and the providers must then deliver appropriate solutions for these challenges. If the metrics are not defined clearly from the outset then campaigns are destined to leave marketers unsatisfied. Time is running out and brands have to decide what they want to do. I am convinced that the time to start investing seriously in digital communications is now.
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