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.