Client size isn’t everything

The arguments put forward about the value of small vs large accounts (MW January 4) presenting the best creative opportunity don’t go far enough – although the basic points are well made – notably by Jonathan Clark of Clark McKay & Walpole.

Having had the privilege of working for small and big on both agency and client sides in my career, there is not the slightest doubt that the most satisfying have always been the smallest.

Why? Because here is the opportunity to be totally close to the cause and effect – and to know almost immediately what effect your efforts – creative and otherwise – have on the only thing that matters: sales.

In earlier stages of a career this exposure is essential to understand how advertising impinges on marketing and vice-versa. Curiously in my “big client” life, the actual percentage of profitability was far lower than smaller accounts – but not obviously in hard cash amounts. But it is possible, almost unavoidable, to get to know and enjoy the company of the personnel of smaller business – and much more sense of partnership and dare we say it – fun?

The knock-down atmosphere of Australia for example is a brilliant way to learn the business from all sides. There, advertising personnel are rated only just higher than used-car salesmen and estate agents in the last three social ratings. How refreshing! Maybe this type of humility wouldn’t be out of place in some of the ivory towers we hear about so much?

Norman Clark

NormClark Training

France