Magazine article Marketing

Opinion: The Marketing Society Forum - Do Marketers Set Aside Enough Time for Networking with Their Peers?

Magazine article Marketing

Opinion: The Marketing Society Forum - Do Marketers Set Aside Enough Time for Networking with Their Peers?

Article excerpt

As clients and agencies reflect on events at the International Advertising Festival last week, many of those who attended may be wondering why they had to go to Cannes to see their colleagues.


The Financial Times says there were more clients at Cannes this year WPP and Publicis were doing double acts on stage with senior clients, so there is a clear mandate for advertisers to embrace networking.

However, colleagues often confuse this with a 'jolly' - and who can blame them, if you spent your time quaffing Chablis on the Croisette.

The Marketing Society, ISBA, DMA and IPA are great networking forums where you can meet interesting people with a range of experiences; many introductions end up delivering initiatives with strong results. Spend all day in the office and you will learn what you sold yesterday - spend time outside and you will learn what you can sell tomorrow.

Motor racing, shooting, golf, helicopter trips, fine dining, drinks and other fun events are designed to relax like-minded people so they are prepared to share their thoughts and ideas. We need to balance the water and the wine, but maybe revenues will come easier as a result.


Networking means different things to different people, some good and some bad. Opportunity exists, but not all do it. They miss the point Networking is what you make of it.

Good networking starts with a purpose and this varies depending on the individual. A young person looking for that first job needs to meet people, learn where the opportunities are, and find mentors. A more experienced marketer may seek insight on potential agency performance, potential job candidates or opportunities to collaborate, partner and share.

Just connecting can present a wonderful opportunity for marketers, whether they are attending a local meeting or a global annual event.

For me, it's building ongoing relationships with clients, colleagues and collaborators. These relationships help shape and share everything from what is going on in the world to how companies are coping with the volatility in today's economy to understanding what is new, different and effective. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.