NEW YORK – Marketers need to be more assertive in pursuing intriguing but more expensive creative ideas in an advertising ecosystem that has become dominated by bottom-line thinking, according to a former luxury retail executive at Advertising Week.
It is not necessarily surprising that companies are practicing frugality towards ad budgets in a harsh economy. However, procurement departments that manage the payment of agencies have increasingly been at odds with creative directors over the allocation of resources, instituting fiscal austerity that many agencies feel is harmful to creativity.
{"ct":"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","iv":"fabaf4d699fb48c9152deec4c692905d","s":"05026efbba93db2c"}