The advertising industry is useless at bigging itself up and should take a leaf from Harold Mitchell's book.
Bauer Media's sales director Tony Kendall believes that, until the industry starts talking itself up a bit more, it is doomed for “no/low growth”.
Kendall said: “If we have no/low growth, that's our own fault. CFOs and CMOs are under pressure with their advertising budgets and we are saying as an industry 'things are grim, things are bad' as opposed to getting out there on the front foot and driving business.
“We are responsible for people waking up and going 'shit I like that brand, I can't afford it but I want it'.
“Harold Mitchell used to do it – he used to get out there every year and talk the industry up.”
Emma-Jayne Owens, head of sales at Mi9, added: “We should be encouraging advertisers to still connect with their customers in the right ways through tough times.”
Ooh!Media CEO Brendon Cook added to the argument, stating that more marketing bosses need to get themselves around the boardroom table.
“We don't make ourselves heroes. We need to make ourselves heroes at the board table,” he said. “Until we do that, nothing will change.”
See what else the panel had to say below.
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