Direct Line Blog

Balancing innovation with the need for results

Share this article:

A lot of the talk at today’s Caples Jam, hosted by DMNews, centered around how to find the balance between innovation and producing results, making for some lively conversation among attendees from the client and agency sides.

Two of the day’s featured speakers beautifully summed up two recurring themes. “These are wonderfully adventurous times – who dares wins,” said Duncan Gray, ECD at Proximity London, during a panel discussion. Later in the day, Kevin Joyce, VP, sales and marketing, digital printing solutions, at Kodak, however, had this to say: “It’s all about the return on investment.”

There was a lot talk about the importance of working with clients who are willing to think outside the box. Several pointed to Barbara Goodstein, CIO and EVP at AXA Equitable, who gave a presentation on her company’s marketing efforts built around “the 800-lb. gorilla in the room,” as a great client to have because of her openness to new ideas and her willingness to go to bat for the agency within her company.

In a roundtable discussion titled Risk-taking vs. Results, attendees discussed how to mitigate risks by designating a portion of the budget for riskier ventures, whether it’s 20% or some other figure that is more agreeable to a client.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

The USTA's Strategy to Ace the Customer Experience

The USTA's Strategy to Ace the Customer Experience

The US Open may be the organization's centerpiece, but its CX strategy is a year-round endeavor.

One Town That Will Track You Down

One Town That Will Track You Down

Chicago is outfitting its streets with censors that track traffic patterns and cell phone usage. Hey, can you get Wi-Fi widdat?

Gaming Companies Excel at Engaging GenY

Gaming Companies Excel at Engaging GenY

Connecting with millennials isn't as hard as marketers think, and these companies are proving it.