Editorial

AdMedia,  Sep 17, 2003  by David Gapes

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Is the NZ ad industry really racist, sexist and ageist? Last month's controversial story about the sector's hiring practices certainly has some people believing that it is (see Stewart Gilbride's letter on Page 6). Our coverage left no doubt about what the recruiters themselves believe. "It is absolutely an ageist recruitment sector," says one, adding that clients often ask for a "bloke", and that "there is a huge preference for New Zealanders" and that "some ethnicities aren't as welcome as others". And ex-agency chief Graham Medcalf, a man with 30 years' agency experience in the bank, has no doubts about the ageist aspect - "My marketing history was too historical". He's now selling real estate - one industry where maturity is valued.

Our belief, and our story bears this out, is that while some agencies are enlightened, many do pander to the imagined views of their clients - particularly young marketing executives.

So we wind up with a set of practices that may be understandable but ultimately are unedifying. Recruiters double-guess the agencies, agencies double-guess the marketers, and the marketers double-guess their bosses & customers. The cycle needs to be broken. Talent, energy, experience and integrity are new currencies of modern New Zealand. Agencies, recruiters, and marketers that don't get with the programme will be left behind. And agencies, clearly, are the ones to provide the leadership.

Elsewhere in this month's issue, Y&R Auckland's Vaughn Davis reviews Hey Whipple 2, the updated classic by Luke Sullivan (himself no callow youth) and concludes that it still deserves its 'icon' status.

Our annual magazine feature returns with a profile of the ultimate mag shop, Magazzino, a readership roundup that places AA Directions and SkyWatch among the nation's top five titles with readers (but absolutely rock bottom with advertisers) plus news of an upcoming business mag readership study from Colmar Brunton. SO&M creative group head Kim Ellison loves words, and it shows in his essay Is It the End of the Line For Long Copy? (Answer: No Way.)

And newspapers also come under close examination this month - particularly the Fairfax arrivals, and their relationship with a new- look NAB.

David Gapes

David@admedia.co.nz

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