CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

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.

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.



Topics