Editorial: Too many cooks at Meat and Livestock

The Meat and Livestock Commission certainly enjoys the notion of a roster of agencies. In 2003, the company spent in the region of £100,000 above the line, according to Nielsen Media Research, yet it felt the need to appoint no fewer than five creative agencies to its business (DDB London, TBWA\London, Leo Burnett, Publicis and Fallon). Incredibly, it has decided to mirror the appointments for its media roster and has called a pitch with the intention of hiring at least three agencies. There is a stench of bureaucracy in the air.