OPINION: Abbott Mead shall go to the retail ball

Retail accounts are to many agencies what Vinnie Jones is to ballroom dancing - out of step. You need only recall the time Asda and Bartle Bogle Hegarty ended their unlikely pairing to understand how wretched such relationships can become.

Retail accounts are to many agencies what Vinnie Jones is to

ballroom dancing - out of step. You need only recall the time Asda and

Bartle Bogle Hegarty ended their unlikely pairing to understand how

wretched such relationships can become.



Without careful assimilation, a retail account can have a divisive

effect on an agency. Creatives will sell their mothers rather than work

on it and the result is a retail ghetto to which the less talented are

confined. Clients make matters worse by claiming they want

brand-building advertising only to revert to type at the slightest dip

in store traffic.



So let’s raise a glass of Sainsbury’s champagne to Abbott Mead Vickers

BBDO, which last week won the Halfords account. Who said retail business

debilitates any agency that touches it?



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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).