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.
"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
"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.