love reading Advertising Age and Adweek. They not only tell me the latest,
greatest thinking in the 'other' marketing disciplines, but they aren't afraid
take off the gloves and slam inappropriate behavior by client and agency alike.
current Ad Age provides a great example. In a front page article, Ad Age goes
behind the scenes to report on Chevy's reprehensible treatment of their
erstwhile agency of record Publicis. Readers learn about incoming CMO Joel
Ewanick's refusal to meet or even speak with the account managers from
Publicis. He didn't even return their repeated e-mails and voice mails.
Instead, he shifted the entire Chevy brand's $600 million account to his good
friend, Jeff Goodby of Goodby, Silverstein. That's the sort of atrocious
client-side behavior that deserves to be outed.
Chevy saga is one of many examples of the ad trades not being afraid to tackle
misbehaving clients. Earlier this year, Ad Age warned its agency readers of
'serial' clients such as 1-800-FLOWERS, Quiznos and BMW who chew up and spit
out agencies every few months.
PR trades are just the opposite. They'll whack agencies for underperforming or
not delivering on anticipated results but seldom, if ever, go after poor client
behavior. As an example, PR Week once gave us a 'thumbs down' because the
editor at the time said I hadn't been as vocal an advocate for independent
agencies as the publication's editorial staff had expected. So, they publicly
slammed my agency for an apparent personal shortcoming.
Holmes Report, Bulldog and others are quick to jump on agency account wins and
losses (and love to send an e-mail to the effect, 'Hey, we just heard ABC
Widgets is putting your account up for review. Any comment?'). But, their
heart-warming profiles of CMOs, VPs of corporate communications and PR
directors read like 'The Lives of the Saints.'
high time PR industry trades began publishing in-depth, investigative pieces
like the Ad Age/Chevy piece. I'm not sure why there's such a reluctance to do
so, but it results in readers only getting half of what's really happening. So,
note to Steve, Paul and others: provide a real service to your agency readers
and let us know about the Joel Ewanek's and the 1-800-FLOWERS of PR. Trust me,
there are enough horror stories to fill multiple editions.