Shock – Horror. Word just out that 62% of CMO’s regard their ad agencies on the same level as the companies they hire to clean their shithouses… In other words they are “vendors.” According to MediaPost this is but one of many studies that scream the same thing: Clients aren't down with agencies the way they once used to be. And it's going to be a gigantic challenge for agencies to turn this ship around -- if that's even possible. Another demonstration of how clients are jumping off the BDA decks was the recent news that General Mills has hired a Chief Creative Officer. Yes, the people who make cereals and shit now have a Chief Creative Officer. It happens to be a guy I worked with at JWT, Michael Fanuele, who back then was a planner. Uber enthusiastic, smart and driven. Made me want to go out and get legless at times, but that’s the effect most planners have on me… Nothing personal, Michael. But I’d love to know what his responsibilities are going to be. Anyway, it’s just one more nail in the agency biz coffin lid!
It used to be so simple!