Buyers blast web ad sales houses

The UK’s biggest buyers of online media are hitting out at the ’pathetic service’ dished out by major web sales houses and the ’arrogant’ attitude of some of their staff.

The UK’s biggest buyers of online media are hitting out at the

’pathetic service’ dished out by major web sales houses and the

’arrogant’ attitude of some of their staff.



Ray Taylor, managing director of the dedicated internet planning/buying

agency Eyeconomy, revealed this week that he has banned two of the

biggest sales networks and one media owner from his schedules because of

bad customer service.



He said: ’We have a very good relationship with most UK online media

owners and sales networks, but some of the biggest names in the business

have yet to learn the meaning of customer service. A growing number are

behaving in an arrogant and unhelpful manner.’



Charlie Dobres, chief executive of I-Level, the highest spending online

media agency, agreed: ’The standards of selling are appalling. Some of

the practices are undermining client confidence. The sales houses are

too busy chasing volumes, rather than concentrating on client service.

Once you sign the order, some of them are as good as useless.’



Neither Dobres nor Taylor wanted to single out the worst culprits, but

several of the biggest new-media sales houses are in the frame.



’In no other medium would you get sales people acting in such a cavalier

manner with their principal customers - the agencies,’ added Taylor. ’On

one occasion, we complained about a particular sales person and were

told ’if you don’t like the service, you can go elsewhere’.’



Daniel Estrin, director of media at online agency Profero, said: ’A lot

of sales houses are losing key sales people to other ventures and

agencies but this means that there is not enough servicing of

clients.’



When Media Business spoke to sales staff in two of the major sales

houses, they instantly blamed their rivals for giving the fledgling

profession a bad name. But David McMurtrie, marketing director of Real

Media - which Dobres described as a ’professional new-media sales

outfit’ - said after-sales service was a major issue for all the houses.

’We have looked very hard at what we do and how we sell ourselves. We

don’t just want to sell space, we want to partner clients and go a long

way beyond the banner,’ he said.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).