Full-service agencies are an anachronism that will not be able to cope
with the future needs of advertisers, a leading client warned this week.
Raoul Pinnell, the marketing director of NatWest, told guests at the
Institute of Practitioners in Advertising’s Media Awards lunch on
Tuesday that shops offered an outdated service geared to a simplistic
He said that in their current form, many full-service agencies fail to
provide a complete media solution as well as a comprehensive
communications service embracing other marketing disciplines.
‘The mantra of full service has become hollow when by their actions many
agencies produce just a TV campaign.
‘Perhaps some ad agencies would serve themselves better by more honestly
repositioning as TV advertising agencies,’ Pinnell argued.
Pinnell also warned that agencies are allowing their power base to be
eroded by a range of consultancies such as traditional management
consultants and accountancy and financial audit consultants, which are
now offering new marketing advice.
Pinnell suggests that clients should split up agencies’ value and
remuneration into three parts: marketing consultancy, advertising or
communication creation and advertisement or communication placement.
He went on to argue that this type of split would remove the issue of
client conflict. ‘As more brand owners spread the products and services
they offer, the rule of client conflict will become unrealistic,’
Pinnell also announced that the overall winner of the 1995 IPA Media
Awards - sponsored by Campaign and Express Newspapers - was Tim
Cunningham, the group media director at Saatchi and Saatchi.
In the media planning and buying category Rhona Tridgell, the client
services director at the Network, was the winner. Graeme Hutton, the
European research manager at CIA Medianetwork, won the media research
Helen Shannon and Deidre MacNair, also of CIA Medianetwork, took the
prize in the selling category.