"Consumers can go anywhere but unless marketers show them that recognition and show them value, they'll keep going down the street"...As a 15-year employee of Hilton Hotels, Adam Burke, senior VP-customer loyalty, has had to contend with the problems caused by economic slowdowns and recessions. From those battles have come a variety of lessons, one of which Mr. Burke and the hotel chain are putting to use during this current economic climate -- focusing on pushing the 21-year-old Hilton Honors Loyalty program, which just enrolled its 25 millionth member
Two things are for sure: Marketers are facing an increasing headwind as the economic downturn poses daily challenges. And the consumer is surprisingly resilient and holding -- but for how long, with food prices rising and gasoline at $5 a gallon? If the consumer retreats, marketers will search for solutions outside of their agency rosters, hoping to reinvigorate sagging sales and earnings reports with new ideas and energy. Yet, although this is one of the most important decisions a CMO will make during his or her tenure, the agency-selection process is highly inefficient and dysfunctional.
You would think there would be at least a remote sense of anticipation about the upcoming Olympic Games. I've had more anticipation over what I'm having for lunch. Not to say that NBC and other media vehicles aren't trying their hearts out. It's all just very tired and ineffective creative. It's hard to turn on the television or open a magazine without some mention. I get it: 8.08.08. But none of the marketing is inspiring me to mark my calendar to watch. Cue the Morgan Freeman voiceover as we watch cheesy slow-motion shots of athletes being awarded, competing, etc.
"...Stop being hired by clients and start hiring them. Stop waiting to receive an RFP or mailing hundreds of clients four to six times a year to stay "top of mind." Instead, pick the folks you really want to work with, ...". I have long believed that having the right clients and doing the right kind of work for those clients determines an agency's ability to "break out" or "go big." Unfortunately for most of us, the traditional business-development route (RFP hell) is counterproductive to this goal. I hate RFPs and the whole pitch process. It is an incredibly flawed way of selecting one of the most important business resources
"Consumers can go anywhere but unless marketers show them that recognition and show them value, they'll keep going down the street"...As a 15-year employee of Hilton Hotels, Adam Burke, senior VP-customer loyalty, has had to contend with the problems caused by economic slowdowns and recessions. From those battles have come a variety of lessons, one of which Mr. Burke and the hotel chain are putting to use during this current economic climate -- focusing on pushing the 21-year-old Hilton Honors Loyalty program, which just enrolled its 25 millionth member 
Two things are for sure: Marketers are facing an increasing headwind as the economic downturn poses daily challenges. And the consumer is surprisingly resilient and holding -- but for how long, with food prices rising and gasoline at $5 a gallon? If the consumer retreats, marketers will search for solutions outside of their agency rosters, hoping to reinvigorate sagging sales and earnings reports with new ideas and energy. Yet, although this is one of the most important decisions a CMO will make during his or her tenure, the agency-selection process is highly inefficient and dysfunctional. 
You would think there would be at least a remote sense of anticipation about the upcoming Olympic Games. I've had more anticipation over what I'm having for lunch. Not to say that NBC and other media vehicles aren't trying their hearts out. It's all just very tired and ineffective creative. It's hard to turn on the television or open a magazine without some mention. I get it: 8.08.08. But none of the marketing is inspiring me to mark my calendar to watch. Cue the Morgan Freeman voiceover as we watch cheesy slow-motion shots of athletes being awarded, competing, etc. 
"...Stop being hired by clients and start hiring them. Stop waiting to receive an RFP or mailing hundreds of clients four to six times a year to stay "top of mind." Instead, pick the folks you really want to work with, ...". I have long believed that having the right clients and doing the right kind of work for those clients determines an agency's ability to "break out" or "go big." Unfortunately for most of us, the traditional business-development route (RFP hell) is counterproductive to this goal. I hate RFPs and the whole pitch process. It is an incredibly flawed way of selecting one of the most important business resources 
