Rolf Kosakowski: "The specialists die last".
Everything complicated? All the better! Rolf Kosakowski, head of KB&B for children's and family marketing, rejects the industry whining. He believes in the future of agencies as long as they are specialised.
Even after 20 years in the marketing industry, there are still things that surprise me. For example, a sentence that I have been hearing more and more often for some time. In different versions, individual tonalities and almost always embellished with a genre-specific anecdote. It goes like this: "Help, our business has become so complicated!
Agency people complain about too short-term budgets and projects, marketing decision-makers about too many channels, media people about too distrustful clients and older media managers tell half-jokingly, half-wistfully of fax machines from which the advertising orders poured until the paper roll was empty.
If you are under 30 and only know the alleged golden times from hearsay: You haven't missed anything. Unless, perhaps, you want to make a career as a print journalist at a regional newspaper.
