We are agencies, not commodities

Regarding the recent publicity surrounding Gola’s decision not to use Junction for next year’s campaign (MW April 22).

It’s a familiar tale. Agency pitches for client account. Wins. Produces two highly successful and well-publicised campaigns. Client then develops concept into merchandising, increases distribution and doubles budget (allegedly) because of it. Then promptly drops agency. The reason? A dispute over fees.

What is it with our industry? Certain clients expect agencies to expend their time, resources and intellectual capital, and then nit-pick after the event for a discount.

Sour grapes? Well, not when it’s the second year in a row. In future we’ll be careful to avoid clients that treat agencies as commodities. I advise other agencies to do the same.

Darren Shaw

Managing director


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