Magazine article Marketing

There's Nothing like a First-Hand Work Experience

Magazine article Marketing

There's Nothing like a First-Hand Work Experience

Article excerpt

I would have liked to say I'm surprised at the level of debate raised by the Association of Creative Independents's decision to charge clients for pitches. Unfortunately, I'm not.

The history of advertising is littered with desperate attempts to push back swelling tides. Ten years ago, full-service agencies told us that media independents would never take off and that Battle Bogle Hegarty would have to back down on its refusal to do creative pitches.

Well, over the past ten years, the structure of the advertising industry has changed almost beyond recognition - and it's changing again. BBH's stance demonstrated to the world that it valued its creative product too highly to tart it around to all and sundry. The agency's success, and the success of its clients, has shown the sense of that business decision.

Almost without exception, Creative Independents has been set up by former creative directors of major London ad agencies. After constant dealing with clients at all levels, we have opted to work in a way which gives us less risk of getting caught in a series of Chinese whispers and gives the client the opportunity to deal first-hand with the people who are creating his advertising. We work directly with clients. We also work with agencies.

But unlike many full-service agencies, we do not have to race around trying to cover our overheads. We can enjoy the luxury of working with like-minded clients, a luxury which will show in the quality of the work.

But we don't work for nothing. …

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