EDITORIAL: Better to fix product than switch agency

Advertising can sometimes bring about astonishing transformations in a brand's fortunes. But it can't sell what people have no wish to buy.

It's a lesson that 3, the mobile network operator, should heed as it assigns WCRS rather than its incumbent, TBWA\London, its next TV campaign. The company has been dogged by technology problems, limited geographical reach and offers an expensive video facility that is proving underwhelming to most consumers. First get the product right, then worry about the advertising.

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