Agencies mad at Brad blunder

The marriage of industry reference bibles Brad and Alf resulted in a little production “accident” which has left a whole host of ad agencies hopping mad.

December’s edition of the newly merged tome included a section entitled “regional agencies”. Fair enough, you might say, a helpful reference aid.

Not only does it ignore the fact that many agencies outside London don’t actually want to be lumped together in an “out in the sticks” ghetto, but horror of horrors, it erroneously included some London agencies in the list.

Claydon Heeley, Farrar Media, Hakuhodo, The McWilliams Partnership, Optimedia International and The Open Agency among others have been stripped of their capital credential.

Brad has admitted its mistake and has promised the matter will be rectified in time for the January edition.

But, agencies may be even less pleased with the criterion for entry in the yet-to-be-named replacement section – billings of less than 5m.

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