How to Buy Bad Advertising
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I have had an e-mail from a gentleman with something on his mind.Since what is irking him may be of general interest, he has been good enough to allow me to dissertate on it right here. As a matter of fact, it's of a touch more than general interest, because his is exactly the kind of account that the freelances among us earn our bread and butter from. So it could be a lesson learned.
The gentleman in question is the advertising manager of a Midlands engineering company with a total promotional budget of around £300,000. Of this, some £200,000 is spent through an ad agency. Up to a couple of years ago, our friend had been using a local agency which, he says, 'gave us excellent service; but their output of ideas and their general standard of creative work left a lot to be desired'.
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