Year of the Ox

Bill Imada, writing in Ad Age, explains what the Year of the Ox–which began Monday–means to marketers.

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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.