BACKBITE

One of the joys of writing for Campaign is receiving apoplectic letters. This last week, the postman has appeared at my desk with at least three a day, mostly from direct marketing agencies bemoaning the fact that they were not included in our Top 30 direct marketing agencies league table (Campaign, last week), some demanding retractions and grovelling apologies, neither of which we are prepared to offer.

One of the joys of writing for Campaign is receiving apoplectic

letters. This last week, the postman has appeared at my desk with at

least three a day, mostly from direct marketing agencies bemoaning the

fact that they were not included in our Top 30 direct marketing agencies

league table (Campaign, last week), some demanding retractions and

grovelling apologies, neither of which we are prepared to offer.



Two notable omissions from the table - OgilvyOne and Wunderman Cato

Johnson - are both part of bigger groups. WCJ is part of Young & Rubicam

and its figures are filed at Companies House within those of the parent

company - as are the results of Landor (design) and Burson Marsteller

(PR). In the same light, the Ogilvy Group figures are the repository for

those of OgilvyOne. So sorry chaps, but the ad agencies in the group

obviously need your sparkling figures to massage their own.



Perhaps I’m being a touch harsh here, but it seems that direct marketing

agencies are quickest to whinge about such matters while, for the most

part, they are reluctant to shout about or show us what they are doing.

Which tempts Campaign to spin the boring line that direct marketing is

little more than the crude, poorly targeted salesman in an envelope we

receive at home and chuck away thinking ’those bastards are trying to

sell me something’.



A thought, particularly for the current crop of brilliant direct

marketing agencies out there: yes, by all means yell when you think

you’ve been dealt a disservice by Campaign, but remember to send us the

evidence to prove that what you’re doing is about to take over the

world.



Show us the work that proves the future is moving in your direction.

Abandon techno-logic for an instant, demonstrate a bit of the creative

zeal of an advertising agency and we might start toeing the line a bit

more enthusiastically.



Topics

Become a member of Campaign from just £46 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