We all wait for the Campaign Top 300 agencies report, to see how
we’ve done, to celebrate or commiserate, but where did some of the
figures come from? Planet coke comes to mind.
As an agency lifer, and for the sake of maybe making a difference to
next year’s report, let’s bring to light some glaring inaccuracies that
seem to have gone unnoticed.
Get real: over-quoting on billings is one thing - we all know we used to
take 40 per cent off MEAL spend figures - but blatant telling of porkies
is in no-one’s interest. Do the guys who quote a planning department of
20 think it has gone unnoticed that their well-known and high-profile
planning director left to work for a competitor, and that the department
that was/wasn’t/was and now isn’t again, can count five at a push? And,
of course, why stop there?
Let’s claim in the figures (Campaign can’t possibly check them all) that
we won eight accounts even though the commentary quotes only two. Even
if it gets spotted we can put it down to media-only business.
What is going on here? What is it our industry claims? Legal, decent,
honest and truthful. Someone seems to have forgotten that this applies
equally to the way we behave as companies and is not just a code of
conduct we follow in producing our clients’ work. If you let people go,
or don’t win much new business, whatever the reason, stand up, be
counted and get on with changing it.
Send your rants (no more than 300 words, please) to: Diary Editor, 174
Hammersmith Road, London W6 7JP.