Magazine article Marketing

COI Chief Slams Lack of Integration in Ad Shops

Magazine article Marketing

COI Chief Slams Lack of Integration in Ad Shops

Article excerpt

COI Communications chief executive Carol Fisher has accused advertising agencies of failing to satisfy their clients' needs by embracing the full range of marketing disciplines.

Fisher's comments, made at the Incorporated Society of British Advertisers annual conference last week, were made in response to calls by Institute of Practitioners in Advertising president Bruce Haines for clients to invest greater resources in agency creativity.

Haines, recently appointed group chief excutive of COI roster agency Leo Burnett, also lamented the lack of creative understanding demonstrated by senior marketers.

Fisher said that Haines' call was misguided. Referring to a recent COI-led pitch process, Fisher said that presenting agencies had failed to offer genuinely integrated ideas, and that ad agencies were still focused too narrowly on advertising-led campaigns.

The fact is that there are still too few agencies showing integrated work," she said. "There needs to be a commitment from agencies that they are considering the full range of media and marketing disciplines, and they need to work with us on building a constructive dialogue to ensure that happens. …

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