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A Manifesto for 2020 and Beyond

January 24, 2020 | Timothy Haines

The last few years have seen our growth go from slow and steady to fast and explosive.

This is the aspiration of all marketing agencies. But – managing the challenges that come with this kind of expansion presents a string of hurdles.

Traditionally, our ability to generate transformation and achieve remarkable results is the benchmark that we have used to measure our performance.

We have been relentless in our commitment to staying ahead of the curve through the use of innovative technologies.

But – being committed to innovation means that we must also be committed to confronting harsh realities.

Digital marketing is important but cannot function in a silo disconnected from the bigger picture.

If offline and online campaigns don’t complement one another, our clients miss the opportunity to create cohesive experiences that engage their customers.

So rather than simply applying digital marketing to already existing systems, we need to take a step back and have a fresh look at the systems themselves.

It is no longer enough for us to produce creative elements without diving deep into exploring the data that informs our decisions.

Sure, in the past we may have taken on clients who were not as invested in this idea as we are – but, that will no longer be acceptable. We must now hold ourselves to a much higher standard.

The fact is – data can guide us toward understanding audiences in a way that seems almost magical, and when this is married with analytics and strong creative, we can speak to audiences in a way that is undeniably human.

So it’s time for change.

Creating conversations that change minds is the mandate that is embedded deep into the core of our ideology.

Strong digital marketing, when done correctly, is in and of itself transformative.

If a client isn’t willing to embark on a journey of transformation then we are not the agency for them, and they are not the client for us.