Marketers Need To Take Accountability For Creative Strategy

Great creative advertising is always in demand. But when it comes to providing strategic direction to agencies, marketers are their own worst enemy. Why? Many marketers' organizational structures, skill sets, and incentives are out of date, resulting in an inefficient and ineffective exchange with their agencies. Forrester believes that marketers must stop using agencies as scapegoats and take accountability for their advertising decisions by: 1) assembling a creative strategy center of excellence to elevate the quality of creative input; 2) establishing ground rules to manage the tension of the creative process; and 3) taking ownership for the creative outcome.


Stutzman, Chris
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