LETTERS: AGENCY STRUCTURES; A flashy suit just won’t be enough in future adworld

At a time when we are studying the current trends in advertising and marketing, trying to predict the future shape of the industry, it’s most encouraging to read articles such as Stuart Bull’s (Campaign, 27 October).

At a time when we are studying the current trends in advertising and

marketing, trying to predict the future shape of the industry, it’s most

encouraging to read articles such as Stuart Bull’s (Campaign, 27

October).



Marketing academics have been presenting the case for integration since

the 70s. As undergraduates of the ad industry, it is essential that we

keep an open mind regarding our role in the future of advertising. My

vision of Bull’s butterfly is a Terminator 2-style, metamorphic creature

that can provide the solution to clients’ communication needs in any

form and through any mix of media.



The removal of traditional agency structures might begin to remove the

‘line’ that advertising and marketing sneaks below, rises above and

charges through, to form more innovative, effective and unrestricted

campaigns.



All this supports the need for consistency in developing and maintaining

a brand. Advertising will no longer be just a flashy suit. It will need

to include everything from the hairdo to the shoelaces.



Oh yes. I am available for a ten-week placement. Any offers? (I have a

comb and always tie my shoelaces.)



Robert Bryant, BA (Hons) Ad Management, Bournemouth University



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