A session at next month’s Mumbrella360 asks whether clients are fit for purpose for today’s complex media environment. The panel, chaired by media agency MEC chief strategy office James Hier, will seek to flip the usual questions around agency models and new skills, and asks whether clients have the relevant capabilities to respond to the challenges of the creative, technological and media landscape now and in the future, and what skills the client of the future will need.
The panel includes Kevin Ramsdale, acting chief marketing officer of NAB, Finn Haensel, co-founder of online shopping site The Iconic, Victoria Doidge, outgoing marketing director of Sydney Opera House and Susan Massasso, Asia Pacific marketing director at Campbell Arnott’s.
The session will include a client confessional, where the panel reveal their own skill gaps and what they rely on agencies to fix, how they assess digital and social media work, and share a candid perspective into decision making processes.Hier said: “Agencies are the whipping boy in the maelstrom of change in the marcomms industry. We are endlessly being called out on the need to tweak, overhaul or destroy our model, but these changes affect all of us. So what about clients – are they fit for purpose? We know they can judge a TV script, but can they judge smart versions? This is a really brave panel of clients that exposes itself to the same level of scrutiny as agencies.”