NEWS: Top client slams full-service offer

Full-service agencies are an anachronism that will not be able to cope with the future needs of advertisers, a leading client warned this week.

Full-service agencies are an anachronism that will not be able to cope

with the future needs of advertisers, a leading client warned this week.



Raoul Pinnell, the marketing director of NatWest, told guests at the

Institute of Practitioners in Advertising’s Media Awards lunch on

Tuesday that shops offered an outdated service geared to a simplistic

media environment.



He said that in their current form, many full-service agencies fail to

provide a complete media solution as well as a comprehensive

communications service embracing other marketing disciplines.



‘The mantra of full service has become hollow when by their actions many

agencies produce just a TV campaign.



‘Perhaps some ad agencies would serve themselves better by more honestly

repositioning as TV advertising agencies,’ Pinnell argued.



Pinnell also warned that agencies are allowing their power base to be

eroded by a range of consultancies such as traditional management

consultants and accountancy and financial audit consultants, which are

now offering new marketing advice.



Pinnell suggests that clients should split up agencies’ value and

remuneration into three parts: marketing consultancy, advertising or

communication creation and advertisement or communication placement.



He went on to argue that this type of split would remove the issue of

client conflict. ‘As more brand owners spread the products and services

they offer, the rule of client conflict will become unrealistic,’

Pinnell said.



Pinnell also announced that the overall winner of the 1995 IPA Media

Awards - sponsored by Campaign and Express Newspapers - was Tim

Cunningham, the group media director at Saatchi and Saatchi.



In the media planning and buying category Rhona Tridgell, the client

services director at the Network, was the winner. Graeme Hutton, the

European research manager at CIA Medianetwork, won the media research

section.



Helen Shannon and Deidre MacNair, also of CIA Medianetwork, took the

prize in the selling category.



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