"Given that the last decade has encompassed global crises (including the Covid pandemic) and the 'always on' nature of digital media and increased competition - which mean companies have to respond faster - it is perhaps unsurprising that marketers and their agencies have been forced to rise to the challenge and demonstrate greater resilience Ten years ago, our data showed resilience as a quality was one of the lowest-scoring attributes of marketers and agencies."
"This demonstrates agencies and clients alike have become better able to respond to crises, in the eyes of their marketing partners. But there are still opportunities to improve this business-critical attribute. For agencies in particular, improving resilience scores is one of the greatest overall areas through which they can boost relationships with their clients. What is resilience? Rapid response to crises has always been a defining trait of the marketing and communications industry."
Global crises and always-on digital media have accelerated the need for faster marketing responses, driving marketers and agencies to become more resilient. Resilience scored low a decade ago but has since improved in partner perceptions, while opportunities for further improvement remain. Agencies can strengthen client relationships most by raising resilience scores. Organizational resilience requires adapting to disruptions while maintaining operations and protecting people, assets, and brand equity across institutional, financial, operational, technological, organizational, and reputational dimensions. Marketers need tactical preparedness for competitive threats and must balance resilience demands with team welfare and mental health. Resilience and positive mental health reinforce each other for individuals.
Read at The Drum
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