EDITORIAL: Baldwin debacle shows the power of globalism

Joanna Baldwin’s last minute decision to renege on her agreement to join Bates Europe and grab the bait dangled before her to remain at Publicis is a matter between her and her conscience (Campaign, last week).

Joanna Baldwin’s last minute decision to renege on her agreement to

join Bates Europe and grab the bait dangled before her to remain at

Publicis is a matter between her and her conscience (Campaign, last

week).



But it’s hard not to sympathise with Jean de Yturbe, the Bates Europe

chairman, whose bitterness at what he believes to have been

dishonourable conduct boiled over in a public outburst.



Nor does the sour-tasting affair reflect particularly well on Publicis,

which seems to have dallied an unnecessarily long time before offering

Baldwin the international new-business role she craved.



What such a tug-of-war demonstrates, however, is the measure of

globalism’s grip on the business - and the extent to which network

chiefs are prepared to go to capture the people who will empower them to

play the global game.



For both Publicis and Bates, the stakes are high. Publicis, distinctly

lightweight when it comes to international expertise, has yet to emerge

fully from its European heartland to become a global player.



Bates, meanwhile, is desperate for more global business not only to

provide extra cement for the network but to safeguard its independence

after the demerger from its former Cordiant parent.



Senior managers such as Baldwin - capable administrators with almost

unique knowledge of their networks - have replaced the creative

superstars who could secure a lottery winner’s income by playing rival

agencies off against each other.



The inter-agency rumpus, which was provoked by Baldwin’s volte-face, may

have been the first of its kind in the industry. But it won’t be the

last.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

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).