I just read an interview with Marketing Strategists Al Ries and Jack Trout and wanted to share one of their comments.
“RIES: Look, you hold out a $100-million ad budget to an agency and you can be practically guaranteed they won’t give you any strategic advice. They’re so enchanted with the $15 million they can make on commissions for that $100 million worth of billings that they don’t want to say anything you might disagree with. So they’re more like short-order cooks. What is it you want today, pal? You want six television spots — you got ‘em. Billboards? We got billboards. And it seems that the bigger the ad agency, the less strategically they think.
TROUT: What the agencies want to do is technique — singing and dancing. The problem with ad guys is that they sometimes forget they’re selling products, not tickets. They want to do movies.”
Thanks to Christoph for the link.
© Gerald for davaidavai.com, 2013. |
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