Calling Al Ries. A new Association of National Advertisers study
may toss a little lighter fluid on the (constant) debate about the
merits of advertising versus those of PR. The ANA, which represents
330 marketers that spend more than $100 billion annually, found
that about a third of marketers polled believe their ad agencies
are infected by "creative arrogance," charge too much and fail to
produce work that is on a strategy. Ries and his daughter Laura
played major roles in sparking the PR vs. advertising debate with
their controversial book, "The Fall of Advertising and The Rise of
PR" (Harper Business, 2002). Here are some other bites from the ANA
study:
- One-third polled said production costs are "too
expensive." - One-fourth polled said ad agency execution "takes too long and
has too many reworks." - One-third of agency respondents said they were changing
compensation to improve client relations.
Source: Association of National Advertisers