Re: ONLINE-ADS>> ADVERTISING AGENCIES?

ROBFRANKEL_at_aol.com
Fri, 10 Jan 1997 09:26:06 -0500 (EST)

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PJ writes:

>I really don't know if I should place it inside the creative department,
>the media planning department or in a stand alone group.

For my money, it should be an outside group, mainly because "big" agency
creatives (of which I was one many centuries ago) are too concerned with
creative for creative's sake. The "ivory tower" syndrome" has gotten much
worse over the last decade, to the point where most creatives don't
understand the basic principles of marketing. This is a big enough problem
with traditional advertising, but when you mix it with the high degree of
unknown that is the internet, it becomes a veritable nightmare. Give the
assignment to professionals who know what they're doing -- and why.

>There is also the alternative of trainning everybody here on the internet
>topic, as they would be able to work on this field for themselfs, and create
>another company that would produce sites, but without a "agency" label. This
>company could even work for other advertising agencies.

A good way to lose money. Stick to what you know. If you feel the need to
service internet clients, your agency is far better off to sub contract the
work and mark it up, at least for the first few clients. Remember that
clients who buy internet and creative work can be very unsophisticated. Lots
of companies charges anything from $25 to $100,000 for a website. Many
clients buy on price alone, which means you'd be tooling up for
unprofitability.

Rob Frankel
MktgMavens, Inc.

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