CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

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?

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

lies elsewhere?



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

business issues.



Send your rants to Belinda Archer, Campaign, 174 Hammersmith Road,

London W6 7JP.



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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).