Agencies must focus on clients

I was interested to read your article “Cadbury questions need for ads” (MW May 29) in which Dominic Cadbury questioned the validity of advertising.

His view that “many brands don’t even need advertising” and that companies have to be accountable and identify the effectiveness of marketing is not a surprising one. We all know that marketing is not just about promoting a product – it’s about getting that product or service right.

Perhaps agencies should spend less time talking about “integration” from an agency services viewpoint, and more time developing a real understanding of their clients’ target market. The need for co-ordinated marketing to be effective is an obvious one.

Good agencies must be accountable and should continually strive to help clients achieve the maximum return on their marketing investment. As a precision marketing agency, this is a tenet in which we wholeheartedly believe.

But then we would say that, wouldn’t we?

Yvonne McQueen

FFwd Precision Marketing



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