Marketing is a complex, expensive business and even the most carefully laid plans need an objective second opinion to ensure that everything goes to plan.
With round about R50-billion wasted on inefficient marketing every year in South Africa and with research showing that 20 percent of all advertising not only doesn't work but actually harms the brand, there is clearly a need for something to make sure that everything that should be in place, is in place.
Of all the things I get asked to do these days, having an objective look at marketing strategy in general and specific advertising, PR, branding and other elements in particular, is right at the top of the list.
It's the reason I chose a long time ago not to become involved in any form of implementation of things such as research, advertising, PR, etc. Quite simply because it's human nature that when you derive profit from a specific service or product the temptation is to push what you sell.
There has been the perception around for years that some ad agencies always try and push their clients into TV advertising because that's where they can make the most money. Certainly, some of the marketing and advertising audits I have done show that this is the reality and not the perception.
It's always good to get that second, objective opinion but one has to be careful who you ask.
About Chris Moerdyk
Apart from being a corporate marketing analyst, advisor and media commentator, Chris Moerdyk
is a former chairman of Bizcommunity. He was head of strategic planning and public affairs for BMW South Africa and spent 16 years in the creative and client service departments of ad agencies, ending up as resident director of Lindsay Smithers-FCB in KwaZulu-Natal. Email Chris on moc.liamg@ckydreom
and follow him on Twitter at @chrismoerdyk