Isba ‘sensible’ to refocus away from client pitches says intermediary chief
Following the decision by membership body Isba to shutter its intermediary service for its brand members seeking agency partners, The Drum Consulting chief Steve Antoniewicz has welcomed the move.
ISBA ‘right’ to refocus away from client pitches says intermediary chief
In response to the decision by Isba, taken just a year after the departure of Debbie Morrison to Ebiquity, Antoniewicz described it as ‘sensible’ for the organisation to focus its energy elsewhere to service members.
“This has been on the cards for a while,” he commented. “Isba is rightly refocusing on serving it’s members and advertisers in other ways and they can provide much needed representation for advertisers and marketers at a time when they are under greater scrutiny than ever. Advertisers access a huge number of services from agencies today and it’s sensible that Isba members should look to work with partners who can provide greater insight into every corner of the agency market, not just advertising.”
Antoniewicz runs The Drum Consulting which also helps build pitch lists for brands and source potential acquisitions for organisations looking to take on new marketing services businesses.