WPR’s James Chen was recently featured in NZ Marketing Magazine, focusing on how relationships are more vital today than campaigns, content, and quick wins. In his article, he explains how marketing is a relationship machine; creating value by building trust, influence, and strong connections with the groups that help build long-term commercial value that still stands a decade from now.
He highlights that while tactical execution is important, it often masquerades a commercial risk that more output will get more results. Long-term success often comes from the relationships behind the scenes – with customers, partners, suppliers, industry networks, and internal teams. These are the connections that build resilience and reduce risk for a business, not more emails, TikTok content, or another campaign.
It’s a timely reminder for all businesses, given the current environment, to ask: with more outputs, are we building the relationships that help our business build long-term value? If that’s something you’d like to explore, James is highly experienced in getting results that aren’t tied to campaigns or strictly advertising, and his best career results have always came from getting groups aligned as opposed to yet another campaign. As he states in his article, “relationships that belong to “everyone” typically belong to no one.”
