Your article of August 10 speculated that “BBJ’s future is in question.”
This couldn’t be further from the truth.
Is BBJ viable? Absolutely. Even without Volkswagen, BBJ has billings of more than &£160m with blue-chip clients, such as RHM Group, Disney, Bass Brewers, Cable & Wireless, AOL and the RAC, a position many businesses would be envious of.
In fact after a very successful 1998, this loss only takes us back one year, MAT billings for June 1998 for BBJ were &£152m and for June 1999 &£220m (Register MEAL).
Secondly, does it make sense for the Carat Group to have two lead brands in the UK?
BBJ and Carat London have been two of the most successful media brands in the UK market for at least the past five years. Combined, BBJ and Carat have been more successful at organic growth than any of our competitors. Set aside the issue of clashing clients, (an issue that will only get bigger) the multibrand strategy of the Carat Group is proven to be robust and successful.
A change of strategy would make no sense at all.