CLOSE-UP: PERSPECTIVE; There’s a lot more to global ads than joining a network

By STEFANO HATFIELD, campaignlive.co.uk, Friday, 26 April 1996 12:00AM

Last week’s revelation that Bartle Bogle Hegarty is to open up shop in the Far East could not have been better timed as far as the launch of Campaign’s new International section is concerned. BBH is one of a small group of London agencies - Leagas Delaney with Adidas, Howell Henry Chaldecott Lury with Lego - that have woken up to the potential of international business without a network. It has even been successful enough to merit a Queen’s Award for Export.

Last week’s revelation that Bartle Bogle Hegarty is to open up shop in

the Far East could not have been better timed as far as the launch of

Campaign’s new International section is concerned. BBH is one of a small

group of London agencies - Leagas Delaney with Adidas, Howell Henry

Chaldecott Lury with Lego - that have woken up to the potential of

international business without a network. It has even been successful

enough to merit a Queen’s Award for Export.



Other leading London shops have utilised the selling of part or all of

their stock to good effect - Abbott Mead Vickers BBDO, BMP DDB and Lowe

Howard-Spink. As they work for more and more overseas clients, hire

international staff and compete regularly on pitches against the cream

of foreign competition, they are forced to accept the inescapable: while

Britain can still lay claim to creating some of the best advertising in

the world, we only have to look at anything from our car industry to our

cricket team to see how sheer the fall from the top can be if we rest on

our laurels.



Our insularity can sometimes be frightening - Campaign being

unquestionably guilty in the past.



The creative community might pay its respects to Wieden and Kennedy and

a couple of other US hotshops, and give token D&AD pencils to the

handful of overseas entries to thank them for their fees, but then it

congregates around the bar at the Martinez Hotel during Cannes week,

confident that either Britain or the US will win the most Lions.

Meanwhile, those same creatives are oblivious to the attention being

paid to the work by delegates from other countries.



Our media industry too tends to get bogged down in parochial battles

between ITV Sport and Sky, Mirror Group Newspapers and News

International, interminable squabbles over Barb and the ABC, and the

cross-media ownership debate. How many of us are up to speed even with

developments on the European continent, let alone the US or Asia?



In Campaign’s new International section, the first ‘global player’

analysis of Havas, and the politics of its relationships with CLT,

Bertelsmann, Murdoch and the French government is but one eye-opener.

For a second, look no further than the piece on the US phenomenon that

is Martha Stewart (p28).



For years, such stories used to fill many of our readers with as much

dread as the prospect of taking a ‘Euro job’. Now that those jobs are

filled by the likes of Mike Walsh and Terry Rosenquist; talents such as

Pete Watkins and Simon Sherwood are to reside in Asia; and half the

British planning community appears to be working in the US, isn’t it

about time we acknowledged that the world extends beyond the steps of

the stage at the Grosvenor House Hotel?



This article was first published on campaignlive.co.uk

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