Ingram criticises ad agency networks for dissatisfied clients

Chris Ingram, the former chairman of Tempus Group and the founder of The Ingram Partnership, has lashed out at ad agency networks for their shortcomings.

Ingram, speaking last week at an International Advertising Association lunch, identified eight weaknesses in the agency model that are leading to client dissatisfaction. These included lack of talent, training and accountability. He also said culture was a problem.

"Whatever they tell you, ad agencies are amazingly reactionary to change. Additionally, the prime driver is to write famous, award-winning ads. This isn't necessarily wrong, but it does help to define your place," he said.

Ingram, whose TIP consultancy attempts to combine business consultancy with communications work, also criticised the marketing service industry for having "little awareness of, or interest in, their clients' business".

These factors were to blame, he said, for clients treating agencies like suppliers rather than business partners.

Ingram claimed TIP offered a new model that would provide clients with what they want by avoiding ownership by a public company, employing experienced people and embracing accountability.

- Perspective, p12.

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