Gordon Paddison gave a lively on stage interview about the issues and opportunities facing clients and agencies. For most of you, Gordon needs little or no introduction, as he has led well over 200 major digital campaigns in the entertainment arena, and is widely credited as one of the people who brought entertainment marketing online. He is also coauthor of a book entitled Internet Marketing: Building Advantage in a Networked Economy published by McGraw-Hill and adopted by over 200 Universities worldwide.
Gordon was interviewed by Catalyst:SF’s own Cory Treffiletti. Gordon tells it like it is, and you gotta appreciate him for that. But I was most struck by how constructive were his suggestions, and how he paired his trademark honesty with direct suggestions about ways to address the issues facing all of us in our client relationships.
A key focus of his message, at least in mw, was related to systemic issues that need to be overcome to improve relationships between agencies and brands. On his hit list were agencies that can’t or won’t hold onto their people who thereby add to the cost and complexity of working with that agency because of the need to constantly train new people. Another was the “bairt and switch” phenom of pitching ith the A team and serving with the B.
Thank you for your insights, Gordon.
Thanks for reading and don’t forget to write.
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