NO DINOSAURS HERE; CHANGING HISPANIC MARKET

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It's just too irresistible for Advertising Age to gore the ox once he's down. Sure, Maurice Saatchi did little to improve the craft of advertising and more to improve his bank account. Hey, we told you that years ago. But take a look in your archives. You've got a virtual catalog of articles that gush about the dashing Saatchi brothers "reinventing' the advertising business.

Now you're appalled at his reaction to a hostile shareholder representative? You even suggest that clients abandon ship as if the work of those who wear the yoke for Maurice should be vaporized on a whim.

Last year you buggered us for months about a man named Ovitz and his ability to change the face of advertising with a tap of his Macanudo. Yet buried in your Jan. 23 issue you sheepishly ask: "Is Ovitz washed up on Madison Avenue and Hollywood?"

When Maurice Saatchi and Michael Ovitz first came on the scene, you held our industry up for the world to see as nothing more than a pod of dinosaurs waiting for the comet to hit. Here's a suggestion: Take a week off, work in one of the 2,500 agencies around the country and get a grip on how it really works, what we really think and why we are bullish on the future of our chosen field. Our doors are open, comet gazers included.

Matt Wilson

General manager

SBC Advertising

Westerville, Ohio

I am an Englishman working on both sides of the Atlantic and I was thus intrigued by the comments of [stockholder] David Herro about Maurice Saatchi. In one line, Maurice Saatchi is to British advertising what Winston Churchill was to Britain in World War II. He is a larger-than-life personality who embodies an almost iconlike status of a buccaneer.

The idea that small people like myself look on enraged that Maurice is driving his Bentley and smoking an expensive cigar is a classic misunderstanding that Herro has of the British scene. We love this man and all he represents.

My prediction is that Saatchi under Herro and his midwesterners will lose the British Airways account plus many others. When Maurice and his boys come raiding in the near future, there will not be many prisoners taken.

Bob Hitching

Future Pulse Consultancy

Baltimore

Maurice Saatchi makes a great scapegoat, but is no more to blame for present advertising agency woes than Bill Clinton. Those bereft clients of Saatchi & Saatchi takeovers were hacking their own management and seeking to take over other companies whose management they could hack, while locating plants in Mexico and Taiwan so they could hack employees-long before Saatchi came on the scene.

These august American business financiers, in fact, had already created the merge and purge scenario for the benefit of their own stock manipulation and tax evasion. Long since forgotten were their commitments to customers and employees. Do you really think they had a heartbeat of affection for, or trust in, their advertising agencies?

J.D. Kinney

Dev. Kinney/Media Graphics

Memphis, Tenn.

I don't understand one thing. If Saatchi & Saatchi said to Maurice Saatchi, "We don't want you anymore, you're not worth what you think you are," why doesn't he have the right to go out and start a new agency?

Why doesn't he have the right to work in his chosen field? And why doesn't he have the right to work with clients that want to work with him?

Obviously, Saatchi & Saatchi didn't think Maurice Saatchi was that valuable or important to their clients. That was their mistake, not his.

Dick Tarlow

President, Tarlow Advertising

New York

The story on marketing to younger Hispanics (AA, Jan. 23) did a nice job suggesting the future challenges facing Hispanic advertising and the importance of Hispanics who, as Fox CEO David Evans noted, "are Latinos culturally but whose first language is English." Today, that means over half of all Hispanics 18 years and older.

Still, many in Hispanic advertising stand by a view of Hispanics that is outmoded and hurtful to our image in this country. That being a people who speak only, or preferably, Spanish and who are unassimilated, non-acculturated and living in cultural self-segregation.

The original concept of Hispanic advertising was to compensate for media under-delivery of Hispanics and to reach these people in a language they could understand. This is true for a segment of the market, but for most it just isn't true. The Hispanic advertising industry needs to reposition itself by no longer selling Hispanic language limitations but instead the cultural and lifestyle components of the Hispanic experience.

Raul R. Chavarria

Chavarria & Associates

Chicago

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