Saying no works sometimes... More TOASTed!
Fresh Toast

Five ways marketing agencies are adapting

The new agency mindset

By Louis Eksteen

By next year this time I believe advertising agencies will be using the word "marketing" a lot more generously. The new connected digital world means advertising and marketing have never been closer. In the old days a real distinction existed between advertising as a sub discipline to the larger, more encompassing marketing function.

The connected world is changing that.

Here are five ways agencies are adapting to a new modern marketing paradigm:

1. Technology takes centre stage

For all the talk about big data, few agencies have a true technological mindset. Creative directors are viewed as superior to, well, basically everyone else. It's time, though, for the chief software engineer to sit alongside the chief creative officer to ensure creativity in technology.

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Expresso

Good can come from saying no



By Kim Browne

Having spent my formative years in advertising sales, some habits are hard to break. I've always tried to say "yes" to as many things as possible when it comes to clients.

And another lesson well learnt is when you really can't say yes, try to find an alternative solution to saying no when at all possible. So, it probably comes as no surprise that when we launched Twisted Toast Digital three years ago, we made it our mission to always find a way to say yes to clients.

I'm not complaining and must admit this strategy has worked for us  big time. Many times over our clients have said they appreciate our energy, passion and willingness to take on the seemingly impossible, often involving crazy deadlines.

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On the Flipside
Twisted Toast was contracted to produce signage for our client Gariep Eco Reserve's Exotic Game Farms Tzamenkomst (previously owned by Gary Player) and Badsfontein in the Gariep Karoo outside Colesberg - where everything really is larger than life!
The Bottom Line
Congrats to Twisted Toast Digital mentor Gordon Patterson, who has been appointed as Media Group Business Director at Omnicom Media Group South Africa with effect from 1 June 2014.  Gordon is a well-known media commentator and thought leader with over 25 years' experience in the marketing and advertising industry. Upwards and onwards!
Did you know?
Any month that begins on a Sunday will contain a Friday the 13th, and there is at least one Friday the 13th in every calendar year. By the way, we'll be celebrating this month's Friday the 13th with a wake for FHM magazine. It was a guy thing, will be happening at the Jolly Roger from 7pm onwards. Check out our Facebook for more details. Say┼Źnara Senõrita and Adios Amigos.
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