Business to business offers such a range of activity that you’d be
hard pushed to find an FMCG account with similar variety. In fact,
business to business spans the entire gambit of promotional activity
from advertising, direct marketing, graphic design, branding (yes they
do that too) to PR, exhibitions and new media.
The reality is that our business encompasses most of the latest ideas in
technology and creativity and offers clients sophisticated programmes
that work hard for the budgets.
The products demand an analytical approach combined with emotion and
creativity to make them work.
On the creative and the account management side, people get wider
knowledge in a shorter time than with an equivalent FMCG agency.
It can be a more stimulating, satisfying environment for the
’adwannabee’ than starting with a big name shop.
FMCG might have the biggest budgets and the greatest media coverage, but
someone’s experience in business to business marketing will surely take
them to the top of the heap that much earlier.
Geoff Dowell is chairman of Dowell & Associates.