At the beginning, there was one simple question: “What can we do in order to improve both creative and professional level of advertising in the Czech Republic?”
contacted Martina Olbertova Consultancy to help them form a valid methodology and conduct this unique research for them in order to start a debate in the local advertising circles. The research was conducted on the sample of 84 respondents including some of the largest advertisers on the Czech market and most significant advertising agencies known for high level of creativity.
"We often hear agencies blaming clients and clients blaming agencies. The bottom line is we are all responsible for the advertising produced in this country. If the product is not outstanding, we are all to blame. We hope the research will in some small way help us all towards better work. We would like to conduct it annually. Hopefully next year we will get more respondents than this year," says Tim Hennessy, CEO of Hullabaloo.
The research findings for example showed that the expectations of both clients and agencies are very similar, however, from some reason neither of the sides are able to give one another what they crave for. Some of the coverage in Czech marketing media made a parallel of the clients/agencies relationship to the tie of a loveless long-married couple, which is unable to communicate and is only lusting after what they once knew they loved about each other.... Those were the times!
A significant problem of Czech advertising detected on both sides of the advertising fence was a strong inclination towards mediocrity and a general fear of risk. Big issue for agencies is that clients are only approving “standard” creative solutions resembling to a “walking brief”, on the other hand clients often struggle with inflexible agencies unwilling to try new things and single-mindedly repeating their version of the creative idea is the best possible.
Lack of dialogue, trust and mutual respect is at stake here. The author of the research, independent marketing & research consultant Martina Olbertová of Martina Olbertova Consultancy adds: “Personally, I find much more interesting than the detailed findings the notion that the people working in the communication business are paradoxically unable to effectively communicate with one another. I believe that opened dialogue, the art of listening, collaboration, mutual respect and tolerance will be the biggest challenge for the future of advertising in the Czech Republic.”