“Holdings are the full service agencies of the new millennium.” That claim was made by Sir Martin Sorrell – in a 2004 Admap article with the title ‘Why you should appoint a global agency group?’ Almost 10 years later, with the announcement of the Publicis-Omnicom merger, the industry is again seeing another attempt to build the next super-agency. But is size really the important differentiator in an industry that should primarily be about producing creative solutions that work in their client’s interest?
What a spectacle! I always find it quite impressive to see this exercise in marketing megalomania in action. After watching all the commercials from last night’s super bowl, one thing really stuck with me – the use of space. Marketing’s last frontier. Or not any more? Well at least there seemed to be so much of it, that afterwards it was hard to tell, which brand really made a lasting impression – in space.
“You’ll find exciting, funny, knowledgeable and stimulating people. It’s an industry made of entrepreneurs. It’s also an industry that will prepare you for almost any other business: it’s fast moving, challenging, smart and inquisitive, built on the need for competitive advantage.”
Hegarty on Advertising is a book about our industry, that is englightening, insightful and fun to read. John Hegarty, one of the three founders of BBH, describes his view on the advertising industry and tells his personal story of how he arrived at where he and his agency are today. I highly recommend this book, not only to those who work in advertising, but also to anyone who wants to get an understanding of this industry and it’s challenges.