Just when agencies were waking up to the dangers of hungry
management consultants eating their lunch, along come outfits such as
the Creative Partnership, threatening to devour dessert as well.
The Creative Partnership isn’t one of advertising’s more familiar
But it will have done its profile no harm by making off with the Channel
4 account which has been with BMP4 for 16 years.
What’s disturbing for the industry is that the Creative Partnership
isn’t an agency in the conventional sense but a film promotions company.
What should be more worrying are the reasons given by David Brook,
Channel 4’s director of strategy and development, for abandoning the
’We’re an entertainment provider, not a can of baked beans. The skills
required are different,’ he says. His words should set alarm bells
ringing in every agency. Here is a major client publicly declaring his
dissatisfaction with conventional advertising solutions. What’s more, he
has put his faith in a company he clearly believes to be ’one of us’ and
itself a product of the medium it will promote.
Brook’s decision is the latest alarming manifestation of the discontent
within the client community that agencies are paying lip-service to
An army of planners refining the creative brief through mass
interrogation of the brand is too often presented as the answer to every
Brook doesn’t need anybody to interrogate his product. He just wants
somebody to sell it. And he doesn’t need elaborate answers to questions
he has no need to ask.