ADDING CLOUT TO THE AD TRADE

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New AAAA Chairman Lays Out Five-Point Plan

April 20, 2001

NAPLES, Fla. (AdAge.com) -- In his first address as AAAA Chairman, Brendan Ryan, CEO of FCB Worldwide, urged the membership to refocus marketers'

Photo: Doug Goodman..
Agencies must refocus, says AAAA Chairman Brendan Ryan.
attention on the value of advertising.

"Advertising is becoming more and more thought of as a luxury expense, a frivolous luxury," he said. He outlined five steps to add clout to the advertising trade.

He told agencies to "celebrate" highly creative work that is also effective.

Measure integrated services
Secondly, he urged shops to devise new, reliable methodologies to measure the effectiveness of integrated advertising services.

Thirdly, he said agencies should persuade business school instructors to add lessons to MBA curriculums that focus on advertising.

In his fourth point, he charged agencies to encourage

clients to "make their products better."

"If a client can't tell you something compelling about their brand in two minutes, how can we in 30 seconds in the Super Bowl?" he said.

Reinvent your agencies
Finally, Mr. Ryan said executives should reevaluate how they structure their marketing service options, telling executives that "it's time to reinvent your agencies."

-- Laura Petrecca, Laura Hughes and Scott Donaton

Copyright April 2001, Crain Communications Inc.

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