During the recession better creative work will be more leveragable than ever before, and the smartest marketers will continue to experiment and innovate. Business will need to be done differently and agencies must raise their game, according to Grey’s global management.
Recently in Singapore for Grey’s Asia Pacific ‘Business Unusual’ conference, global chairman and CEO Jim Heekin said those in the industry must “use this time to get even better”.
“Now is the time to innovate. The best companies are experimenting. We won’t let all the doom and gloom slow us down out here,” Heekin said. Here I had a chat to him:
Grey Group has bold ambitions for Asia Pacific, which we have reported previously here, as it sees the region as its primary growth market for the future.
Heekin said growth in APAC will be achieved in three ways – opportunities with current clients, attracting new clients and through acquisitions “in markets where we don’t have critical mass”.
Tim Mellors, Grey’s global creative director, agrees with Heekin and believes the standard of creative work in the industry will rise during the downturn, as greater pressure leads to greater work. Mellors plans to raise Grey’s creative profile in APAC.