Here in the States, the news today in AdWeek that Toys R Us has dumped IPG's Hill, Holiday, Connors, Cosmopulos after just one year, is further proof of the insanity taking place in the ad agency biz.
Just one year ago a review was organized by search consult, Select Resources International in Santa Monica, Calif. The finalists for the $85 million account were Hill, Holliday, Omnicom Group's DDB in Chicago and independent The Richards Group in Dallas. The agency of record, WPP's Young & Rubicam in New York, got smart and decided not to defend the business.
So, what does this tell us... Firstly, after spending dumpster loads of money to win the account, it ups and leaves before they've recovered the costs of the pitch. The other two finalists were out of pocket from day one. Secondly, the agency search consultant, pockets a hefty fee for matching the client with an agency they dump after just one year. Doesn't inspire much confidence in their expertise. But, I'm sure they'll be doing it again for clients who employ Marketing people who are too dumb to make their own decisions.
George Parker
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