It always amuses me to read almost on a weekly basis how agency executives are really concerned about the future of their Big Dumb Agencies (BDA’s) And by God, one of these days, they’re going to do something about it! This weeks gathering of the Adverati for the 47th International Clio Awards in Miami (Why don’t these guys hold these things in Dubuque or even Boise, for crying out loud?) is a case in point. R/GA CEO Bob Greenberg who was being given the Lifetime Achievement Award hit the nail on the head when he said. "I believe 30-second spots are the most ineffective way to change customer behavior, it's not going to be the basis of marketing communications going forward." He encouraged agencies to re-think their structures, which in Greenberg's view are still wedded to churning out mass-reach campaigns. "Change is very difficult to do," he said, "particularly when you have to do it as a juggling act" of maintaining existing business. I’m sure everyone in the room heartily applauded, then went back to their agencies to churn out lots more of those highly ineffective 30-second TV spots. See Ya in Cannes! 
Next years Clios will be held in Grozny!!!
.jpg)
"...it's not going to be the basis of marketing communications going forward"
Worked so far. As long as there is a P&G, a Pepsi, a Bud, etc., there will always be BDAs standing by ready to hold their (insert body part of choice depending on mood).
;-p
Posted by: makethelogobigger | May 16, 2006 10:34 AM | Permalink to Comment