A real need to recognise the agencies’ role

Lucian Camp remarks (Letters, MW July 29) that the Financial Services Authority regards communications agencies as “right down there with the plankton”.

It is odd that a review of customers’ needs in dealing with financial matters did not include those agencies that help to create the materials and literature produced for them (the conspicuous exception being MT Rainey).

Even more bizarre in a world where physical high street presence has been replaced by brands whose main contact with consumers is largely media- or direct marketing-driven.

When consumers buy important products remotely and intangibly, there is an even greater need for brands to provide a motivating, distinctive, useful and, above all, consistent brand message. After all, in the minds of many consumers the television ads and mailshots are the main evidence that these brands exist in the first place.

Julian Calderara

Managing director

Burkitt DDB

London EC1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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