The anti-ad movement will love this one. I can’t name names, but if I get my hands on the message, I’ll be sharing it, complete with information on its writer.
One of my staff (I won’t even name the country, but I guess your odds of getting it right are one in three) presents in front of a potential client’s ad agency. She recounts Lucire’s online record of being more highly ranked in Alexa and Google than vogue.com. Ad agency person does not believe her and stops short of calling her a liar, even though all the facts are independently veriﬁable—just because the agency is ignorant of online media.
Agency emails client to rubbish Lucire staff member and the magazine in general.
Client drops agency because it senses the agency is out of touch and can’t face facts.
One criticism I give of media in this blog is that they fail to adjust to a more wired world. Rather than adapt, they try to pull the new world down—a Wall Street Journal article highlighted by Johnnie Moore and others is representative. And just because this agency hadn’t given a damn about the internet until my staff member visited it, it tries to pull down not only one title, but the entire medium.
I wonder if this is typical. Let’s hope not, for the clients’ sake. If it doesn’t even get Web 1·0, then it has no hope in Web 2·0. Fortunately for us, this client acted by pulling its custom. Good guys 1, bad guys 0. It now does its media buys directly. Posted by Jack Yan, 12:04
Mixing ignorance with arrogance creates a dangerous potion. But so many agencies continue to brew and serve the swill. Kudos to the client for making such a bold move to drop the agency in this scenario. Sadly, the tale rarely plays out this way. Usually, the agency uses its personal and political relationships to push incorrect and outdated agendas. Sorry to sound so cynical.
You’re right, Highjive. For us, it’s like a continual game between our truth and their arrogance. We are winning supporters, but it is hard work.Post a Comment
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