MarketingChessboard

Agencies have been displaced with many tactical marketing
communication companies providing resources to clients. And
most strategic communication decisions are now being driven by
media agencies. General agencies are trapped in a tactical
corner working on marketing issues with lower-level client-side
managers.

The choice? Agencies need to move off the Marketing
Chessboard by working with clients in new ways. That option is
easy to understand. Doing it has proven difficult. But Sanders
Consulting Group can help by focusing on a new strategic
direction for your firm. And showing your firm how to achieve it.

But marketing communication firms must come to grips with the
Marketing Chessboard and what it means to their future because
it’s reality. Being pushed around on the Chessboard is not the
way to win.

Agencies and clients once lined up neatly to work together.
Each level had a good point of contact. And agencies
provided both strategic and tactical advice and help for
both the business side and the marketing side. Agencies
owned it all

Agencies in the 80s got displaced from the strategic side
with clients moving toward business consultants and brand
consultants for their strategic input. Agencies were pushed
into offering tactical solutions for both business and
marketing issues.