Advertising Industry
Industry: Email Alert RSS FeedMarketers are better off when agencies talk back.(Viewpoint)
Advertising Age, September, 2007
We'd like to offer a belated three cheers for Cramer-Krasselt CEO Peter Krivkovich for telling a client to stick it. And three cheers for new client Porsche for seeing the value in such an action.
While the more polite among our readers may suggest that Mr. Krivkovich's behavior is no way to do business, we believe that his one-fingered salute to former client CareerBuilder may actually bode well for agency-marketer relationships.
Sure, we supposedly live in an era when the consumer is king, but sometimes old-fashioned expertise and knowledge are needed. Sometimes someone needs to grab a client by the collar and shake vigorously. Agencies shouldn't be afraid to do it. And CareerBuilder deserved a good shaking. Cramer-Krasselt had delivered immensely...
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