Wednesday, October 25, 2006

No Justice In The World

Marketing magazine reports that mobile network 3 is conducting "a major review of its brand strategy" which could lead to it putting its £39m account - currently held by WCRS - up for pitch.

Is this fair?

I'll answer that. No.

WCRS totally rescued that brand. And their advertising for it has been consistently brilliant (see latest example below)

So why the "if it ain't broke, fix it" approach?

The only conclusion one can draw is that the creative work - the actual ads - is just a small part of what matters to clients. We creatives are (sadly) very small cogs in one big big wheel. Or onion. Or pyramid. Or something.

P.S. surprise surprise the review is being led by "director of brand and marketing communications Gary Pepler, who joined the company in June".

That's right.

The first rule of advertising: new client=new agency.

Despite the fact that most great campaigns are the result of long-term agency/client collaborations, that survive many changes at each end (e.g. Economist, Volkswagen, Nike etc).


Northern Planner said...

You're getting all reflective on us.
Totally agree on long relationships. I always think of brands like a long story which is not helped by a stream of shiny new individuals who want to start again from scratch. As for brand consultancies...just worked on a pitch when we started with executions, chose what felt right and moved on from their. You can't do that with bloody frameworks made up words and values that have no bearing in people's heads.
Just realised I'm ranting. Oh well.
By the way, I replied to your email but I think your employers have a firewall built to exclude northerners.

lazbash said...

These 3 ads are the reason why I have been trying to get a crit at WCRS for the last, head meets brick wall, weeks.
I think they are great, especially the casting. And the latest ad is one of those 'I can't believe its not been done before' ads.
What a shame.

Rob Mortimer (aka Famous Rob) said...

That would be like Honda going "No sorry W+K, we want something different..."

Madness, absolute madness.