Don’t reject an agency review
This week’s Secret Marketer column, The Perils of Finding an Agency (MW 9 September), relates a situation that must happen countless of times every week in the marketing world.
As much as they are the result of the haste and inexperience of youth, these situations can also reflect something else: an inertia among marketers to regularly test the efficacy of brand suppliers and the potential of new methods, techniques and talent.
Of course, in many cases there are no grounds to review agency relationships, but for brand marketers who want to undertake a serious, objective search for a new agency but lack both the time and the knowledge to do so, there is professional help available.
Paul Duncanson
Managing director
Creative Brief
