Magazine article Marketing

Editor's Comment: A Shared Experience

Magazine article Marketing

Editor's Comment: A Shared Experience

Article excerpt

The roles of marketers and advertising agencies have, traditionally, been clearly demarcated, with few individuals going to work on the other side. However, as we reveal this week (see page 14), there is a growing recognition that agencies are better off knowing how marketers are thinking, by having one of them on board.

This is not a career trend driven by the recession; agencies and marketing departments alike have been struck by the spectre of redundancy. Rather, marketers are angling for more rounded CVs, and agencies want to protect their most valuable asset - their relationship with clients.

Journalists who move into PR are ribbed for 'crossing to the dark side' but, in truth, the two disciplines have complementary skills. PRs with journalism experience tend to gain more respect.

For some marketers, an agency move comes from a desire to escape from direct commercial pressures, as well as the opportunity to work across different categories and media within a creative thinking environment. …

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