Marketing_AdCritique12_04

Marketing_AdCritique12_04 - Thursday, December 2, 2004...

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Thursday, December 2, 2004  Advertisers vs. Advertising: The Conflict Between  Client and Agency By Jim Meskauskas This week Forbes.com and the advertising agency Euro RSCG Worldwide  released  a study that found that a lot of C-level executives think the advertising  industry has little understanding of the business issues challenging businesses  like theirs.   The study also revealed that  less than 40 percent of the some 9,000 C-level  executives surveyed think "external advertising and marketing services bring a  valuable perspective to our advertising and marketing issues."  Less than 40 percent think that "external advertising and marketing services" are  lending value to a company's advertising and marketing issues?  Though I could  be mistaken, I read, "external advertising and marketing services" as really  meaning "advertising agencies." Can this be true? Do the majority of decision- makers and power-brokers of the corporate universe really think that agencies  bring no value to advertising and marketing issues?  How the mighty have fallen.  There once was a time when the advertising agency was THE pantheon of  cultural production. Silent films in the 1910s featured heroes that were  advertising people. Cary Grant, in North by Northwest, was a successful and  unflappable Manhattan advertising executive who accidentally becomes a Cold  War hero. 
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David Ogilvy's book, "Confessions of an Adman," was a best seller in 1963 when  it was published. The character of Darren Stevens in "Bewitched" was an 
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Marketing_AdCritique12_04 - Thursday, December 2, 2004...

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