Helen Calcraft argues that the frequent relationship conflicts between retail advertisers and their agencies are a result of different philosophies, language and cultural sensitivities. She identifies five examples of culture clash – detail vs scale, variety vs focus, change vs consistency, tangible vs intangible, and price vs value - and advances an approach to achieve harmony.
Retailers and ad agencies - worlds apart?
Helen
Calcraft
MCBD
Britain
is, famously, 'a nation of shopkeepers'. The
country is proud of its retailing heritage, and our retailers have led the way
in many aspects of the discipline. The
UK
has also acquired a deserved reputation for producing some of the world's
finest advertising not just from a creative perspective, but also in terms
of its effectiveness. So why is most retail advertising so bad?
As you read this,
doubtless you will still have the shrill appeals of the various high street...