Move away from TV ads

Sara Weller and Carol Fisher made the Incorporated Society of British Advertisers (ISBA) Conference a real humdinger as they came out and said what we all know but dare not say.

As agencies are so driven by the TV ad, they put this ahead of thinking how the concept can be executed across other disciplines to create a truly integrated campaign. And clients have always started their campaign planning with the ad agency.

Some say the role of integration is dead. This is not true: client companies need vision to pull all specialist skills together to optimise budgets and deliver a seamless campaign.

Could this lead a new agency model with these businesses becoming an “inter-dependent” force without the constraints and bunker mentality that exist in the big agency group structures? It may provide the working relationships that would silence two of the UK’s most senior marketers.

Clive Mishon

Mentor Marketing & Investment

London SE1

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