Magazine article Marketing

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Magazine article Marketing

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Article excerpt

Right, you're the boss of a young, happening marketing agency and business is booming. New clients are coming on board, and the existing ones can't get enough of you. But you're stretched -- hours in the office are long, your people are getting moody and the atmosphere is a little heavy. It's time to bring in some new faces: bright sparks with the experience and enthusiasm to keep up the momentum.

It's at this point most people make the same mistake. We all know marketing is meant to be the territory of smart young specialists. You want people with skills moulded by a few years in a big name agency, working on some of the same kind of clients you work for. In short, more people like the ones you already have. So you begin mining a narrow seam in a seller's market. What you don't realise is that you're showing a lack of imagination that appears endemic in our industry.

It seems marketing has started to eschew basic personal characteristics in favour of specific core disciplines. …

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