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Subject: Re: UKNM: Anti-Agency Feelings...
From: Ray Taylor
Date: Wed, 28 Jun 2000 11:03:59 +0100

Jenny Adamson <jennyatmusicstate [dot] com> asked:

> Why the constant diatribe against the ad agencies? There are a huge number
> of
> products / services that need on and offline support and at least some
> agencies
> are beginning to offer both. People with experience in branding and
> positioning
> are as crucial in building an online proposition as they have been in
> advertising beans over the last 50 years.

Many ad agencies are very good at branding. They are, as Felix says,
specialists at that kind of thing. The question is the extent to which any
agency is able to support (a) online branding/marketing/communications and
(b) dot.com launches. Someone pointed out that agencies are used to working
with experienced clients (y'know 50 years worth of experience as a company,
with highly-trained and indoctrinated brand managers). What, then, happens
when an inexperienced marketing manager of a brand-new dot.com venture with
5m of free marketing spend, approaches an ad agency with scant, if any,
experience of the online world?

The answer to that question has been much in evidence in the past year or
so. Should we laugh or cry? Get serious or make light of it? Take
responsibility or look for scapegoats?

Personally I don't care which way people take it, as long as those involved
start to recognise the problem and look for some answers (which will not
come overnight).

But then again, if they don't, it leaves plenty of scope for those of us who
think we have the answer.

Ray Taylor


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