Agency Scope Insights: Tough times call for agile measures
South Africa, June 25 -- Marketers have been looking for agility for some time, writes Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS) and Scopen partner, and while some agencies have been able to meet the call, others have been somewhat slower. Then, along came Covid-19...
Even as the marketing sector responded to substantial changes in marketing technology (martech) and many managed to keep up with a steep learning curve, some agencies and even brands seemed to adopt a slower, wait-and-see approach.
Then came the outbreak of Covid-19 with its global lockdowns, and many an agency must have felt like that impala on the outer edges of the herd when the lion roared.
Aside from the heartbreaking devastatio...
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