Magazine article Marketing

Not Such a Conflicting Interest?

Magazine article Marketing

Not Such a Conflicting Interest?

Article excerpt

Naturally I follow the fortune of my old agency, Ogilvy & Mather Direct, with great interest. So I was intrigued by the recent decision by Help The Aged to fire the agency because it handles competitive business. I was more than intrigued: I was astonished, since they admitted that the agency had done an outstanding job.

The charity's decision was described by Ken Burnett, one of the leading experts in the field, as "shooting themselves in the foot". It was certainly unusual for, in the past, few charities have concerned themselves with such problems. Indeed, as far as I can make out, at one point Chapter One Direct handled little else but charities, while three years ago O&M Direct was handling five simultaneously.

The firing may be ascribed partly to a new, less friendly environment for charities. You will recall that at the stroke of midnight 1989, through some miraculous process only known to market researchers, all the millions who throughout the previous decade had been self-indulgent spendthrifts with no thought for the morrow suddenly became responsible and "caring". The truth is that most people realised that they no longer had much money to spend and stopped throwing around what they had. However, there is little evidence that they became more caring. It has become much harder for charities to raise money in the past two years.

So perhaps Help The Aged was moved to change agencies because of a new sense of competitive urgency. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.