Trina’s New Year’s Resolutions for Agencies

Congratulations to TMA’s President Trina Roffino for her op-ed in Adweek.

Over the past year and a half, during the tumult of Covid-19 and other upheavals, our industry has stepped up to bolster things that matter. Things like DEI, mental health, new ways of working … and more.

Meanwhile, we dug in and worked side by side with clients through paradigm shifts, service changes, supply-chain challenges and wild swings in demand. We gave our all to help our clients through hard times, demonstrating the full value of our strategic and creative power. In my career, I’ve never been prouder or more grateful to be part of an industry with so much to offer and to be a force for good.

But at the same time, I worry that agencies are engaging in practices that threaten to devalue what we do; or worse, discourage young people from wanting to pursue a career in advertising. From price wars to giving away ideas for free, bad-mouthing each other, and staying in toxic relationships … unhealthy behaviors jeopardize our collective future.

As we head into a new year, my hope is that our industry resolves to stand together to support the creativity that is our craft and the people who make it happen. As an industry, we must work together to protect against the commoditization of our product, and we must do so under immense pressure to do “more for less” on shrinking timelines... READ MORE ON ADWEEK