Some people believe that we live in a class-less society.
That those hierarchies of yesteryear are consigned to the history books.
Not true.
It’s just that we’re obsessed with a different kind of class system.
In agency life, we’re fixated with what happens at the top-table.
If we could just get in front of the Lord of the Manor, we’d have it made.
I don’t agree.
First off, it’s a bad idea.
Very few spending decisions are made at the top.
Sure, the budget might be signed off there, but not by anyone with any interest in the project at hand.
Don’t get me wrong – there’s nothing wrong with aiming for the top.
But it’s much more rewarding, and beneficial, to help your client get to the top table instead.
Do great work, support them all the way, and they won’t forget what you’ve done for them.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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