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OCT.23.09
selling videO games
a gOOdy Or baddy?
9
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£5.25
davies in wiTh The mmixxrar siTe geTs new lOOklive frOm The aurOraThe hOwells sibling rivalrydigiTal week evenTs line-uphughes has new idea
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Find out  how   A ir  Cr eat iv e can hav e a posit iv e ef f ect  on y our  image.
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It’s no good tellIng clIentshow great you thInk you are
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inside
03uPfront05news12CamPaign round uP14the marketing forum rePort19sibling rivalry20unCle Carl21Creative review25video gaming rePort 30last word31aPPointments32marketing meChaniCs34serviCes36reCruitment this issue of the drum also inCludes a 48-PagesuPPlement for the sCottish advertising awards
issue 2223 oCt 2009
051214212519
uk edition
Publisher:
gordon young
editor:
rIchard draycott - i.@x.m
ProduCtion editor:
gordon laIng - .i@x.m
news editor:
stePhen lePItak - p.pi@x.m
rePorter:
caMeron clarke - m.@x.m
editorial assistant:
thoMas o’neIll- m@x.m
dePuty grouP sales manager:
Jo collIns
senior sales exeCutives:
JaMes Mcgowan, chrIs Morton, VIctorIa swan
events manager:
katy thoMson
design & ProduCtion direCtor:
nIck creed
design/ProduCtion:
aManda dewar, Jason Byers,deBBIe Murdoch, sue russell
grouP sales manager - Carnyx:
eMMa stewart
managing direCtor:
dIane young 
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tel:
0141 552 5858
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0141 559 6050
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tel:
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stand
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i pbi b r Mi limi. t pbi,  pi  p ibii f   mii. a pi   i b p ’ i. a i v. o   m  p fi pbii b p i  fm i  ipmii f  pi   pbi, ppii fi  b m   pbi.
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uPfront
03
 
the drum
OCT.23.09 www.thedrum.co.uk
Last week the Marketing IndustryNetwork held a Business Briefingsession in Birmingham city centre.During the hour-long discussion apanel of clients talked openly abouthow they have handled the recessionso far and the impact it has had ontheir marketing strategies. They alsogave some insight into how they intendto work with agencies in the future.It was a genuinely interesting event,with upwards of 40 agencysidemarketers in the audience raisingpoints and asking questions.One of the points that did come outduring the discussion was that clientsare increasingly looking for even moreadded value from agencies.Inevitably, that was understood bysome members of the assembledaudience to mean that clients reallywant more for less from their agenciesand that concern was voiced.Not surprisingly it was shot down inflames by the clients on the panel, nodoubt affronted by this accusation thatultimately all they really want is foragencies to give up their insights andexpertise for a smaller and smaller fee. The word ‘value’ is quite possiblyone of the most misunderstood andmisused words in the Englishlanguage. You could argue that theadvertising industry has got a lot to dowith that, throwing the word ‘value’around willy nilly over the years.But ultimately what the clients weresaying is that in order for them to takean agency approach seriously theyneed to see that the agency has atleast invested some time and effort inunderstanding their business and theirbrand and can deliver a consideredstrategy that can take it forward.Some of the clients said they arenow receiving up to six approachesfrom agencies per day and these tendto be through pieces of direct mail thatmerely tell them how great the agencythinks itself is. These do not even getlooked at most of the time.So, if you are going to approach aclient this week, don’t simply tell themhow great you think you are, but useyour expertise to offer some realinsight and tell them how great youcan and will make them.
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