As a further example of what a joke the advertising business is becoming, at the first day of today’s Association of National Advertisers' forum, at the Grand Hyatt Hotel in New York which concentrated on client-agency relationship, Campbell’s VP of global advertising Paul Alexander, said, "I remind the folks at Campbell's that if we were so great at advertising, we'd do it ourselves. But we ain't. So that's why we need partners.” At present the client's two lead agencies are BBDO and Young & Rubicam. According to Alexander, fostering a climate of partnership, trust and humility helps agencies feel comfortable enough to present their boldest work and yields the best results over the long haul. Unfortunately, while he was spouting this load of baloney, he was displaying ads from Campbell's Godiva Chocolatier, a brand now in review after splitting this summer with MDC's Margeotes Fertitta Powell. When some dufus in the audience, who should have known better asked the obvious question… If the work is so praiseworthy, why is Godiva looking for a new agency. The brilliantly erudite answer from Mr. Alexander… "Things change!"
Yeah... But only when the client says so!
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