are you playing it safe?

It doesn't take a genius to work out the country is in a bit of turmoil at the moment.

An unsurprising knock on effect has seen most transport companies cutting marketing budgets. This reduction in spending power and more pressure from senior management to increase ROI, means marketers are working with a constant look over their shoulder.

And when people are in fear of losing their livelihood, they concentrate on not getting things wrong, rather than getting things right. 

At a time when consumers need ever more persuasion to part with their money - whether it's to do something for the first time, more often, switch from another operator, try another mode etc - we need to be more creative in the way the transport industry is sold.

Perhaps understandably however, the fear factor means many companies are going the opposite way and playing safe, showing little appetite for innovation. 

Maybe I'd think differently if I was a client?