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Marketers should aggressively defend better, more expensive creative: panelist

October 1, 2010

By Peter Finocchiaro

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.

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