Year of the Ox

Bill Imada, writing in Ad Age, explains what the Year of the Ox–which began Monday–means to marketers.
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Since Oxen pull (rather than push), agency leaders will need to encourage their employees to incubate and produce stronger ideas that are more client-centric. Most corporate marketers claim that their budgets have been distressed or reduced; however, the agencies that find the best solutions to a client challenge, issue and/or crisis (without being asked) will be able to pull resources out of even the tightest of corporate budgets.

More client-centric ideas? I’m not sure what Imada means by that. But I do like the way the planets are lining up for various pull strategies.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.