The Trust Crisis: Marketing’s Biggest Challenge was created by Campaign to address the breakdown of trust both between brands and consumers and also agencies and clients.
Jon Mandel, CEO of Dogsled Enterprises, says the industry’s goal must be to fix the trust problem. The former CEO of MediaCom, who ignited the transparency firestorm after alleging widespread US agency kickbacks, shows no signs of slowing down.
In the documentary, the man dubbed by critics as "the most hated man in advertising" argues passionately for a fundamental reappraisal of the relationship between clients and agencies. He explains: "There is a difference between fucking and making love. When we get to the honesty and integrity of making love and being in a relationship, no games, no bullshit, we are going to have a healthier relationship and we are going to have a healthier community."
He continues: "If it’s just to take advantage of each other to prove I’m bigger, to prove I’m better and it’s all about me, it’s never going to be healthy." He goes on to urge the industry to embrace healthy business relationships based on openness, honesty and integrity.
Watch the full documentary above, and look out for more episodes on fallout from the ANA report, ad fraud and consumer trust.