My post of yesterday about blindingly obvious reports has just been reinforced with the news out of London of the 'Magic and Logic' paper, published by the three leading associations for agencies, advertisers and purchasing -- the IPA, ISBA and the Chartered Institute of Purchasing & Supply -- supposedly advising how agencies and clients can best work together. Advertising agencies are being encouraged to stand up to their clients more and stop giving ideas away for free. They should stop undercutting the other agencies to win unprofitable new business. Clients are encouraged to develop long-term relationships with agencies for the most effective ideas, and not to take the decision to pitch lightly. Purchasers should ensure "fair play" between all parties; get tougher on marketing to deliver more professionally, and look for ways to work with agencies to make them more efficient, according to the paper. Anyone with half a brain has been saying these things for years, so I had to laugh when Jerry Hill, of the IPA value steering group said: "This report is a milestone for the industry. It has challenging advice for agencies and clients that can lead us forward.” Right Jerry… See you at the next Ritz-Carlton 4A’s conference! And while you're up, get me a gin & tonic would you?
Would you like that Pebble Beach membership in your name, or your wife's?
Comment Preview