Re: UKNM: New Media vs Old Hat

[Ray Taylor]

Richard Stephens <

stephens [dot] rbhwg [dot] com

> said:


> No, I must say I agree with Tim Heyward at JWT.  So much bad advertising

is

> down to bad clients - whether they be dot coms or other companies with

> little or no track record as marketers.


Clearly there is a problem with lack of experience in some dot.coms. Even

where the individuals are experienced, the organisation lacks any history,

any experience and, as Tim pointed out, any proven route to market.


But surely one of the jobs you would expect a decent full service agency to

do for its dot.com clients is to coach them through the process and provide

strategic advice (sorry Tim, can't think of a better description)? Instead,

as Tim's insider view indicated, the ad agency boys are more likely to go in

for the kill at the first sniff of a seven figure budget.


We are not, by any stretch of the imagination, a full service agency. But we

write the campaign brief for at least 80% of our clients. Given that we are

operating in a very new market this is understandable.


If some traditional agencies, with supposedly many more years of experience

than we have, cannot be bothered to even attept to do this, then I think

their future servicing dot.com business (or any other new businesses for

that matter) is in grave doubt.


The dot.com biz has a lot to learn about marketing. And if Tim's view is

anything to go by, the first thing is to not cut your finger when swimming

with JWT salesmen.


Ray Taylor



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