Small hot shops will hit the creative spot

I have nothing but high praise for Motorola’s marketing chief Geoffrey Frost’s bold attack on global advertising networks (“Motorola chief slams creative standards of global networks”, MW last week).

It is gratifying for independent and “creative hot shops” like ourselves to be acknowledged for what instant and creative value we can add, rather than being edged out (often with clients sadly waving goodbye with genuine tears in their eyes), simply for not being part of a global network.

Companies should instead start looking more closely at the “network” of agencies around the table when launching new marketing initiatives or campaigns – this should comprise of hand-picked, best-of-breed, innovative, creative, fast-paced and result-driven agencies, happy to earn their next job on the back of their last one.

Patricia Harriss

Board director

Creative Direction Consultants

Winnersh, Berks

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