You can scarcely open a magazine at this time of year without
finding articles on ’my new year resolutions’. Like the rest of you, I
suspect, I browse them in the hope of finding something of interest,
which is rare because generally the technique is used by desperate
columnists when their copy is due way before Christmas for publication
way after Christmas - a bit like the situation I find myself in. So
here, in a new twist on an old theme, are ’my ten things you know only
too well about advertising’, the idea being that when a number of
depressing facts are grouped together it might at least prompt you lot
to try to change some of them over the next 12 months. Here goes ...
1. Awards juries are biased towards a superleague of ’elite’
2. Few clients understand that the risks of adventurous advertising are
outweighed by the potential rewards.
3. Adspeak is used by agencies to impress/befuddle clients. ’Let’s run
it up the flagpole and see who salutes’ is not an acceptable way for
adults to communicate.
4. Too few creatives are allowed to meet clients.
5. Which is partly why clients mistrust agencies and agencies mistrust
6. While agency managers sweat over providing their clients with ’total
communications’, most agency creatives are sniffy about anything other
than a TV brief.
7. Too many clients have the power to say no, and not enough to say
9. Virtual agencies. (RIP the RAC campaign.)
10. Some people who work in agencies are malicious liars. This final
thought is prompted, in part, by the revelation that Campaign was duped
in our last issue of 1997. One of the letters published, apparently from
the head of TV at Dorlands, Barry Stephenson, turned out to be written
by someone else at the agency masquerading as him. Grovelling apologies,