Agencies
are “getting
the job done” at the cost of strategic and thought
leadership.
In today’s environment, agencies
are faced with constant pressure to improve the bottom
line while maintaining healthy double-digit profitability.
Clients are paying less and wanting more.
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The demand to bring more to
the bottom line has resulted in the sacrifice of training
and coaching employees to become strategic thought and business
leaders. This fact has been validated by our own proprietary
research conducted in April & May 2006. Almost half (44.6%)
of marketing services company do NOT offer any formal strategic
planning skills and development training for their employees.
Among those same companies 58.5% do NOT offer any formal
training on “how to write a creative brief.” And
an alarming 80.7% do NOT offer any formal training on “how
to write a media brief.”
Our respondents also told
us in their own words “training” is
a major missing component in “revitalizing” strategic
leadership today.
Louws believes that is true. Because
many are born with the skill, it’s been assumed that
you either “have
it or not” but this view spreads an insidious lie,
for with the right understanding and technical guidance,
strategic thinking is something people can learn.
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