Magazine article Marketing

Spain's Gain Signals Pain for UK Creatives' Monopoly

Magazine article Marketing

Spain's Gain Signals Pain for UK Creatives' Monopoly

Article excerpt

Spain's gain signals pain for UK creatives' monopoly

"A major London agency will be Hojos and Hojos." So said then Saatchi and Saatchi managing director Paul Bainsfair to Marketing eight months ago - his prediction for the battle-scarred ad industry in the 90s. "London's position as the creative centre of the world is under threat from unexpected quarters like Spain."

Last week, Harry Reid, chairman of Ogilvy and Mather Europe, told Marketing the same thing. UK advertising is now more than ever being knocked into a cocked hat by what is coming out of Spain. The question: do creatives and clients know? Or do they just not want to know? "There are a lot of heads in the sand," says Reid. "There are some very exciting ideas there."

Eight months on and Bainsfair, joint chairman and chief executive of Bainsfair Sharkey Trott, cites award-winning work from the Madrid-based Contrapunto - 30% owned by BBDO - as his evidence. …

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