I’m only a client, but isn’t it sad the way so many ad agencies
claim to have the Total Marketing Solution and yet so few do? In fact,
I’ve yet to find one. What is it that makes them feel clients would
value their knowledge on matters about which they generally know less
than even a junior brand manager?
Surely top advertising agencies cannot seriously take pride in selling
other services such as marketing advice, dealing with the trade and
below-the-line promotions, when their experience and credibility clearly
I find it extraordinarily frustrating and, indeed, mystifying as to why
agencies feel the need to claim knowledge, innovative ideas and
solutions to issues with which they have no connection. How often have
otherwise brilliant ad agencies shown themselves up by arranging
meetings at which they present ’market dynamics’ and overviews which a
junior brand manager could have come up with in week one on the job?
Clients and agencies should recognise the valuable role of agencies in
terms of creative solutions to advertising problems.
So, Jack and Jill of all trades, give it a rest and stick to being a
master or mistress of one, thus resisting the dilution of resources and
cringeworthy scenes of humiliation as you demonstrate your limitations
to clients. Alternatively, invest in personnel equipped to analyse and
present serious assessments of markets that take into account key
Send your rants to Belinda Archer, Campaign, 174 Hammersmith Road,
London W6 7JP.