Advertising, ad campaigns, ad agencies, and the people that make it happen

It’s a sad fact of life that agencies who start a relationship with a small client can expect to be dumped once the account grows to a size where they consider they now need the services of a “big-time agency.” Organizations loyal readers of AdHurl will know I usually refer to as BDA’s. (Big Dumb Agency) That’s why the recent news that Kansas City, Mo., agency Bernstein-Rein was dropped from the Wal-Mart review after handling the business for 32 years and taking it from a regional chain with $350 million in sales to the dominant retailer it is now with worldwide sales exceeding $315 billion didn’t surprise me. During the course of the relationship the agency developed the client's most famous image: (but not mine!) a bouncing smiley-face pledged to lower prices. Over its 32 year relationship with Wal-Mart, the agency survived eight chief marketing executive changes. But, inevitably, the new kids on the block, headed by former Chrysler marketing executive Julie Roehm, wanted their own agency, preferably one that likes to hold management meetings at the Ritz Carlton and off-sites at the 19^th hole of Pebble Beach. I wonder if Sam is spinning right now?

Was that a "Cosmo" Julie?