The MCCA Blog

Scott Knox

There’s been a lot of discussion recently about the agencies that are most exposed in the current climate – from Publicis’ relationship with GM to predictions of the “David vs Goliath” variety. Unsurprisingly our members want to know where we stand on this. Do we think medium-sized agencies are particularly vulnerable? Do we think that certain agencies are earmarked for failure? For the record, the answers are ‘no’ and ‘no’, but the real question from my perspective is “why are we having these conversations in the first place?”

Much has been made of the frenzy speculation around a topic can whip up, particularly when it comes to the economy and all that it touches. Our industry is no different from any other – we shouldn’t assume that this kind of chatter just vanishes into the ether. No, not by a long shot. Long after these comments are made, procurement people remember them and put black marks by agency names, clients make assumptions that could inform agency selections for months to come, and the industry’s most exciting talent make decisions on their next career move accordingly.

Let’s make no bones about it. Agencies are always vulnerable, by nature of the fact that they are entrepreneurial business whose only real assets are people and only real products are ideas. That is true, whatever the weather. Similarly, medium-sized businesses in any industry are always at a key stage in development where owners must take time out from growth to implement the right structures and processes, and many are swept up by new owners, of course. What we are seeing now are extraordinary times where all businesses are coming under pressure, and the sad fact is that some won’t survive, but this is true of any business, any agency, any sector and any discipline.

The MCCA has a duty to be realistic about the challenges facing the industry, so don’t mistake my comments for those of someone too attached to their rose-tinted glasses. We know that at times the outlook is bleak, but let’s not talk down great swathes of our industry. Let’s accept that these are challenging times for everyone and supporting marketing, and its many forms, as a whole should be top of the To Do list for each and every one of us.