Magazine article Marketing

IPA Newsletter Keeps Holt Dispute Alive and Kicking

Magazine article Marketing

IPA Newsletter Keeps Holt Dispute Alive and Kicking

Article excerpt

IPA newsletter keeps Holt dispute alive and kicking

The war of words between former adman Bob Holt and The Institute of Practitioners in Advertising (IPA) over his claims that many agencies rip off clients enters a new phase this week -- with an unscheduled IPA newsletter which refutes Holt's allegations while questioning his credentials to make them.

The IPA still refuses to admit any validity behind Holt's attack on excessive mark ups of print production costs. His crusade struck a chord with the Incorporated Society of British Advertisers (ISBA).

Instead the document warns that the IPA will not support any ad agency which "indulges in practices that fall outside the financial contractual agreements they make to their clients."

But the newsletter goes on to make a stinging attack on Holt, taking as its lead his call for more formally trained production people. It observes sourly that Holt has "no inhibitions" when commenting on all aspects of print advertising from artwork to typesetting "yet his experience, and presumably his training, would appear to be largely confined to print buying".

Holt has set up his own consultancy, Production Link, to help clients beat down what he alleges are excessive margins. He claims that 85% of the agencies he's audited overcharged their clients. But one IPA insider says there is a great deal of anger about Holt's "self-promoting crusade": "Lots of people are saying |he should know he did it himself', and that he's a poacher turned gamekeeper. …

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