"I don't think agencies have successfully been able to help clients understand the long-term side of things."
Falling consumer trust, the struggle clients face to understand what success looks like, and the failure of agencies to help clients understand the value of creativity are leading to a battle between long-term brand value and short-term sales results. Is short-termism winning?
Lucy Jameson, McCann's Harjot Singh, Brian McCarter from Ogilvy & Mather and Gurdeep Puri, Founding Partner at the Effectiveness Partnership discuss the situation facing clients today.
Lucy Jameson is the former CEO of Grey, Harjot Singh is Regional Strategy Director at McCann Europe, Brian McCarter is Head of Planning EMEA, Global Brand Management at Ogilvy & Mather. This discussion was chaired by Gurdeep "Mr Effectiveness" Puri, of the Effectiveness Partnership.