LETTERS TO THE EDITOR: APPLAUSE FOR GREY

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I applaud Grey Advertising for declining to participate in the Domino's Pizza review ("Domino's to serve up $75 mil acc't," AA, Jan. 13).

Let's see if we can understand the client's logic here: Record sales, unusually happy franchisees and a hugely successful new product that was all but invented by the agency; and the reward is you're fired. Thinly veiled, of course, under the excuse of "we just want to review our options."

My only question, at this point, is why any agency would want to pitch this piece of business. We are all eternal optimists in the agency business. No doubt the suitors believe that it will be different with us. As soon as the Domino's client sees how wonderful we are, they'll make sure we're properly treated.

But, like the spouses who think they can reform the habitual philanderer, inevitably the subjects show their true colors.

Without a doubt, this account will be up for review again shortly. And, even then, there will be plenty of hopefuls lined up to pitch.

Unless we start having enough respect for ourselves to just say no, clients won't respect the agency business. And I can't blame them.

Jonathan Bond

Co-Chairman

Kirshenbaum Bond & Partners

New York

I am so proud of my alma mater, Grey Advertising. I spent 19 years there, and most of that time was spent as its creative director.

Now, working the other side of the business, I have a very special view of the client-agency relationship, and an unusual respect for the struggles and achievements of that partnership.

Refusing to pitch, and quite frankly defend an enormous account like Domino's Pizza is very courageous.

It seems this agency performed very successfully and very professionally for Domino's. It appears [that] with no indication of unrest this client fired the agency. What a remarkable lack of respect for the process. How very unprofessional it appears.

Congratulations to the Grey Advertising agency people. How very proud they must feel [about] their management-for not wanting to do-anything-just-to-keep-a-client.

Joel Wayne

Exec VP-Creative Advertising Projects, Warner Bros.

Burbank, Calif.

I was surprised at the news that Grey Advertising is no longer working with Domino's Pizza. In one of the most competitive markets, this ad agency appeared to have done its job-they built the business.

Grey performed. Some of us may have had differing opinions of the work, but none of us could argue with the results.

Our passion for a creative product that remains effective in the marketplace to build a business must stay strong and pure, and in many cases rise above current management thinking. We believe that the best agencies should give clients what they need, not what they ask for.

I applaud Grey's behavior in not complying with a review.

Ellis J. Verdi

President, DeVito/Verdi

New York

It isn't often a midsize agency writes in praise of one of the "Big Boys," but I felt compelled to write in praise of Grey Advertising's position with regard to Domino's Pizza.

Refusing to pitch/defend an enormous account like Domino's is courageous under any circumstance, but I was particularly impressed because of my perceived impression of Grey.

Perhaps above all large agencies, Grey has the reputation of being tough, hard driving, client obsessed and profit focused. Their posture on this issue makes me look at Grey differently. They really appear to have done the right thing.

Congratulations to them. When Grey takes a stand, it is a symbol and an inspiration for the industry taking a stand.

George Fertitta

President

Margeotes/Fertitta+Partners

New York

No `marketeers,' please

In the Adages column (AA, Jan. 6), Dan Snyder refers to Phil Guarascio as "one of the best marketeers of this age." I hope that does not put him in the same category as racketeer or mouseketeer. Mr. Guarascio has always been considered an excellent marketer.

Leonard B. Abrams

President, Direct Litho & Letter

Great Neck, N.Y

Garfield was right

What surprises me most about Rance Crain's editorial spat with Bob Garfield (AA, Dec. 16, et seq.) is that Rance chose one of the rare occasions when Garfield was correct to challenge him.

Rance could have chosen one of the other numerous times during the course of the year when Garfield's opinions missed the mark by a mile.

John Slaven

Slaven Marketing Services

Englewood Cliffs, N.J

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