Self importance

During my career I have worked in what used to be called mainstream advertising, direct marketing and digital agencies.

Believe it or not all three of these agency types have one thing in common - they all think that what they do is a specialist area and of more importance than the other two.

I'm going to go out on a limb now and say that they are all wrong. None of them are as important as they think.

Why?

Because any agency that puts itself or its reputation before the consumer is using the wrong approach.

Customer centric communications might sound like a buzzword but that is what we should be doing.

If the work we produce doesn't have the consumer at its core then why oh why would a consumer be interested in it?

Of course I'm only an under-educated over-opiniated copywriter. So I could be completely wrong.

But I doubt it!