Marketers must blend expertise

Your Special Report on multidisciplinary agencies “Name dropping” (MW February 11) raised some valuable points but missed others.

As a founder director of an agency that has been fully integrated for over five years, I take exception to Matthew Hooper’s comment “other agencies are just catching up”, this is not a new phenomenon.

As sales promotion and direct marketing evolved, it was a logical step to house them under the same roof. There is little need for fashionable jargon such as “lateral marketing” when communicating this to clients. There are too many buzzwords polluting the market today.

I agree with Hooper that it also helps the client to pay its agency through fees rather than commission. By billing a fee for a “total service” you avoid becoming a slave to any one discipline. This is just one of the practices supporting our policy of “clear thinking”, which allows us to determine the combination of marketing disciplines needed to meet our clients’ objectives.

Clearly, the future for agencies lies in objective marketing consultancy. Why is it then that industry regulatory bodies have not yet recognised the way we are developing? I have five keen recruits who I am happy to train, but which diploma comes first?

I wish the Institute of Sales Promotion and the Institute of Direct Marketing would take a leaf out of our book and start combining their expertise to provide the new generation of marketing professionals with the right training.

Andrew Watts

Director

KHWS

London W1

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here