adage.com: Groupon CEO: We Placed Too Much Trust in Agency for Super Bowl Ads
In a Bloomberg BusinessWeek profile last week, which noted Groupon has stopped working with CP&B, Mr. Mason said he placed too much trust in the agency “to be edgy, informative and entertaining, and we turned off the part of our brain where we should have made our own decisions. We learned that you can’t rely on anyone else to control and maintain your own brand.”
I am surprised how little brand managing actually occurs in companies these days. Most of the time marketing seems to be outsourced and tacked on a the end.