Jeffrey Bowman explains the process of transforming marketing communications. The traditional advertising agency model was built on a monocultural society; society is now polycultural. Bowman describes the history of multicultural agencies and their role today.
John Immesoete describes the old model. Bowman explains how this model creates inequality by stereotyping, and argues the younger generation needs a new way of thinking about the process. He advocates for prioritizing cross-cultural insights to reach people on a personal level.
Bowman describes his learning experiences on the client side of advertising. He learned to manage expectations through communication and be adaptable. Bowman is interested in brand management and creativity; at Ogilvy he learned about the client-agency relationship.
Immesoete discusses the importance of grit and how successful people recognize opportunities and create new ones. Bowman agrees it is important to take leaps and learn from obstacles.
Credits: A Conversation With Jeffrey Bowman: Conversations with Giants
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Jeffrey Bowman, founder and CEO of REFRAME: The Brand™, joins John to talk about management consulting, what Jeffrey calls the new majority opportunity, and why he thinks marketers should re-evaluate the standard agency model.
Length: 27 minutes
Copyright date: ©2017
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Not available to Home Video and Publisher customers.
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