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Comments on Do you think more clients would rather work on a project basis with different agencies?

It sounds like a good idea, but . . .

I don't know what happened to clients, but it has been an awfully long time since I worked with one that actually knew what they were doing. Brand custodians - pahleeze. I can't remember the last time I saw a brief worth the paper it was written on.

I am sure there are some good marketing managers out there, but they sure aren't working anywhere near me.

This is the worst idea in the world, but advertising managers will believe it is good one because they can convince the board that they can get the best price this way. Any client that wants that kind of working relationship should be avoided at all costs.

8 May 2008 16:53 Reply, Report this comment

As my last comment was deleted for being too honest - I will try again

I have worked on that awful project basis with a large telecoms operator abroad. The results were dire. Messages that were all over the place, the brand looked diluted and the consumer was confused about what the brand stood for.

I have no doubt that the client scored huge points with his management, but the brand suffered. Ironically that brand is now consolidated with a major multi national agency - proving my point. I have seldom come across a capable brand manager that can keep it altogether. There are 1 or 2 good people out there, but the vast majority haven't got proper training or skills any more.

If you want to buy advertising on price - then go for it, but if you want to build a brand, then rather work with a communications partner and don't see your advertising agencies as suppliers.

15 May 2008 12:00 Reply, Report this comment

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