Advertising Industry
Industry: Email Alert RSS Feed4A's push must show best of biz.(Viewpoint)(American Association of Advertising Agencies)
Advertising Age, October, 2006
the ad-agency business has an image problem. The solution offered by the American Association of Advertising Agencies? Hire a PR shop. Maybe the Public Relations Society of America should return the compliment by hiring an ad agency.
In fact, the 4A's decision to hire GolinHarris to do industry outreach is welcome news on two fronts. First, it's good to see the agency business admit it has a problem. Second, it's nice to see agencies recognize what marketers already know: Advertising isn't always the solution.
But an image campaign won't work unless agencies focus on substance: Prove how they maximize return on investment; demonstrate a credo of media neutrality and a commitment to all marketing-communications tools; show off diverse examples of work...
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