Matt McNeanyFounder and Chief Executive Officer
I spend most of my time meeting with agencies to look at how technology can improve their clients' marketing. It's a real privilege because I get to spend time with some really smart people - innovative, creative, demanding - and it makes me better at what I do.
These agencies understand that their success is driven by their clients' success so are willing to think the unthinkable if it means more effective marketing for their clients. But occasionally I meet with agencies who let down their clients (and their industry) by refusing to even look at how technology could help. Normally I shrug this off - maybe I don't understand the business, anyone can have a bad day etc.
But in reality, these agencies are cheating their clients by refusing to look at new ways of working, either because a) it will affect their short-term revenue b) because it means expending a bit of effort, or c) because they can't be bothered. So name and shame time (well, name-ish):
- London ad agency representing booze retailer - "I don't know what our clients do to make retail marketing work better. We do brand. It's not our thing."
- Shopper marketing agency trying to win more work from Morrissons - "My mum's from Hull. They don't use smartphones in Hull. We don't want any bells & whistles."
- NY Healthcare specialist representing global pharma with a stated mission to reduce marketing implementation costs - "Yes, I can see why our client would like this. It would save them a lot. But we do a lot of that work now, so why would we talk to them about it."