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@jonathan_hirst Sir Martin Sorrell starts investing in free agency bars.
@malcolm_tucker I guess we can measure the effect of coke snorting and toilet-shagging in other experiments.
Bizarrely, however, 20 years in the industry have resulted in my witnessing very little of that kind of behaviour.
Either it's not as common as rumoured or I'm a great moral influence on those around me.
I hear you @Larner Caleb. But I most definitely meant 'audience'.
The people we need to convince aren't always the customers.
Let's look at sports cars for example. It may be more important to be speaking to the petrol-head community and the design community who will never stick their hands in their pockets for one. However, they're the ones who'll get passionate about the product and talk about it. And their approval of the product will be what convinces the city boy to spend his bonus on it. If you talked directly to the city boy it wouldn't be as effective because any piece of communication you create has an agenda - and is therefore less powerful.
And what about all the ads on TV to kids? Does the child not take the role of a persuader to convince the mum who is, in fact, the paying customer?
I suppose it comes down to the semantic question: do you think our role in the advertising industry is to increase sales or to sell? Because I think these are two quite different motivations.
Thanks @cmmed15381. You are absolutely right. And the kind of agency bandwagoneering behaviour you mention pisses me off too.
In many ways, this letter is a poke at agencies as much as clients. Too many of them are stuck in the mindset you mention and give the rest of the advertising industry a bad name.
Naturally, I had to generalise to get a point across. And I'm delighted to have you contributing to the debate.
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