Roy Sutherland of Ogilvy suggests something one doesn’t see every day:
LET’S PUT SALES PROMOTION AT THE HEART OF THE AGENCY
Sutherland points out that our focus on brand building has a wicked aftertaste and argues that brand building ideas are not the same as behavior changing ideas.
And the job of an agency is now just to do the attitude stuff, love.
Sutherland suggests that good sales promotion agencies “make people buy and hopefully they’ll love you” rather than “make people love you and hopefully they’ll buy”.
