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Consultant crosses line

"Four A's responds to salary query" ("Late news", June 19) quoted Morgan Anderson Consulting Principal Arthur Anderson: "It is imperative for clients to have their agencies disclose individual salaries . . . so fees are not unreasonable." I believe requests for any agency financial information have no place in agency/client negotiations, and that Mr. Anderson's quote is negotiating drivel.

Agencies should be compensated for results. Period. Determine what needs to be done, mutually agree on a price to do what needs to be done and establish measurable objectives that will increase or decrease compensation based on performance. When clients are happy with results they, generally, do not care what they pay their agency.

When clients are unhappy with results, they fire their agency -- often even when the cause is outside of the agency's control. But we all know our business is not suitable for risk-averse people.

Let all agency financial information remain confidential. Let agencies do their jobs and manage their businesses. Let clients do their jobs and manage their businesses. Let the two collaborate to effectively build the client's brand. And let all of this occur without "consultants" so Morgan Anderson can shutter its doors. Please.

Jim Lewis

Exec VP

WBK Marketing Design Internet


Credit photographers

I enjoy Advertising Age and I'd like to make a suggestion. I was impressed by the photograph of the inner workings of a Steinway piano, ("Landmarks," July 10), a quite beautiful image. Credit was given to the copywriter and the art director; however, no credit was given to the photographer, which I find odd considering the "Image of the week" title.

I've noticed this omission in previous issues and just attributed the lack of mention to difficulty in tracking down the photographer's name. But I felt compelled to write when I saw this particularly elegant photo; it also struck a chord with me being a photographer myself.

Wayne Koslowski

Studio 24

Rahway, N.J.

Bad advertising

This ad was in the current issue of Bon Appetit. It's from the folks at Noah's Bagels letting us know that we can now get pastrami at Noah's.

The visual has two people who have been hiking all day and have paused at a stream somewhere in what looks to be Yosemite Park. It occurs to them that they have forgotten the pastrami. Heavens to Betsy: "We shlep all day and you forget the pastrami?"

It can't be all that much of a crisis by the smiles on their faces. And for two folks we're told have hiked or "shlepped" all day, their shoes look like they just came off a rack at Nordstrom's.

The ad is trying to communicate that Noah's now offers authentic, and therefore, great tasting pastrami. So with some twisted logic they chose two Afro-Americans as spokesfolks to deliver the headline in Yiddish: "Oy gevalt."

Now this message comes from the people who bill themselves as the authentic New York Deli. Is this believable, relevant, new product, introductory advertising at its finest or what?

All I can say is "Oy vey."

Fred Goldberg


GMO/Hill Holliday


* In "Consumer magazine advertising linage" (July 31, P. 56), correct ad pages numbers for Hemispheres are: 332.8 pages for the second quarter of 2000; 280.5 pages for the second quarter of 1999; 607 pages for year-to-date 2000; and 529 pages for 1999.

* In "Levi's ties recovery plan to fall ad spending blitz" (July 31, P. 12), the Zandl Group's panel consists of 2,000 youth ages 13 to 24 years old.

* In "Brands in Trouble-in Demand" (Aug. 7, P. 22) systemwide sales for Wendy's International's U.S. units in 1999 were $5.3 billion.

* In " OMD leads Super spenders" (Aug. 14, P. 3), Monster.com is not a BBDO Worldwide client. The business, most recently handled by Mullen, Wenham, Mass., is in review.

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