Magazine article Marketing

Why Ad Agencies Seem to Be Losing Client Confidence

Magazine article Marketing

Why Ad Agencies Seem to Be Losing Client Confidence

Article excerpt

My dentist makes a small fortune out of putting sundry ingenious pieces of miniature architecture in my mouth, which I hope to donate to a museum one day as an example of what can be done by a determined practitioner who gets his hands on a customer with more money than teeth.

Our sadomasochistic relationship allows me plenty of time to flip through sundry glossy magazines, from one of which, Marie Claire, I recently learned that Christina Appelt, 41, runs a dating agency in Berlin for married folk who want to screw around, and is doing very well. Among the secrets of her success she emphasises the importance of vetting people carefully. For instance, her clients are not that keen on boffing with foreigners - not that Berliners are racist, she adds hastily - and she takes care to weed out people with eccentric tastes.

"I have an instinct for these things," she said, giving as an example of her uncanny skill "the man who came in a few weeks ago dressed from top to toe in rubber". I think you'd have to be as thick as two short planks not to suspect he had someone a wee bit special in mind. But then many of those who act as agents are seen not so much as intelligent, worthy contributors to society as opportunistic leeches. Think of all the show-business stories about agents, or the way people view estate agents: for years I have used a joke about them as an example of overall shiftiness in my speeches, and rarely failed to get a laugh. …

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