How are The Marketing Arm’s ideas different?
They’re bigger and more on target. I’ve always believed that ideas are the premium currency in the marketing world. As an agency, we’ve always wanted to empower the best people to come up with the greatest ideas, and brand s recognize that. When we were a little 5-person agency in Dallas back in 1993, we didn’t win because of our experience or depth of capability, so we had to win on our creativity and our people.
When it comes to marketing and promotional tactics, which one is most effective, in your mind?
It depends. They all have their place. No one tactic wins every time over every other tactic. The trick is to be “tactic agnostic,” which we pride ourselves on – providing generally unbiased advice, strategy and creativity because we don’t just do one or two things, we have dozens of capabilities.